Journal article
Attribute order and product familiarity effects in decision tasks using conjoint analysis
International journal of research in marketing, Vol.8(2), pp.113-124
06/01/1991
DOI: 10.1016/0167-8116(91)90019-4
Abstract
This paper addressed whether the magnitude of the attribute importance weights changes with the relative position order of the attribute in a conjoint decision task. Such order effects are hypothesized to play a larger role in consumer decision-making processes when consumers' familiarity with the product class is low. A conjoint experiment varying attribute order is carried out for both familiar and unfamiliar product categories. Three orders of presentation of attributes are manipulated and the estimated part-worth utilities are compared across these three orders. The results of the experiment support the hypothesis—a relative absence of order effects for a familiar product category and the presence of order effects for an unfamiliar product category.
Details
- Title: Subtitle
- Attribute order and product familiarity effects in decision tasks using conjoint analysis
- Creators
- V. Kumar - University of HoustonGary J. Gaeth - University of Iowa
- Resource Type
- Journal article
- Publication Details
- International journal of research in marketing, Vol.8(2), pp.113-124
- DOI
- 10.1016/0167-8116(91)90019-4
- ISSN
- 0167-8116
- eISSN
- 1873-8001
- Publisher
- Elsevier B.V
- Number of pages
- 12
- Language
- English
- Date published
- 06/01/1991
- Academic Unit
- Marketing
- Record Identifier
- 9984962547902771
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