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Attribute Importance Weights Modification in Assessing a Brand's Competitive Potential

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Author Info

  • Paul E. Green

    (University of Pennsylvania)

  • Abba M. Krieger

    (University of Pennsylvania)

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    Abstract

    Increasingly, researchers in marketing are recognizing the “lability” of attribute importance weights derived from measurement techniques, such as conjoint analysis. As has been suggested by Simonson and Tversky, attribute importance weights can be sensitive to competitive product context and to purchase situation. This paper describes and applies a procedure for adjusting conjoint importance weights to predict consumers' actual or potential product choices. We discuss the approach from both a descriptive and prescriptive viewpoint. In particular, the latter perspective provides strategic insights into how attribute importance modifications can increase brand share. An industry case, based on real data, is used to illustrate the approach.

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    File URL: http://dx.doi.org/10.1287/mksc.14.3.253
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    Bibliographic Info

    Article provided by INFORMS in its journal Marketing Science.

    Volume (Year): 14 (1995)
    Issue (Month): 3 ()
    Pages: 253-270

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    Handle: RePEc:inm:ormksc:v:14:y:1995:i:3:p:253-270

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    Related research

    Keywords: competitive strategy; scaling methods;

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    Cited by:
    1. Louviere, Jordan J. & Islam, Towhidul, 2008. "A comparison of importance weights and willingness-to-pay measures derived from choice-based conjoint, constant sum scales and best-worst scaling," Journal of Business Research, Elsevier, vol. 61(9), pages 903-911, September.
    2. Luce, Mary Frances & Payne, John W. & Bettman, James R., 2000. "Coping with Unfavorable Attribute Values in Choice," Organizational Behavior and Human Decision Processes, Elsevier, Elsevier, vol. 81(2), pages 274-299, March.
    3. Huang, Rong & Sarigöllü, Emine, 2008. "Assessing satisfaction with core and secondary attributes," Journal of Business Research, Elsevier, vol. 61(9), pages 942-949, September.
    4. Srinivasan, V. "Seenu" & Netzer, Oded, 2007. "Adaptive Self-Explication of Multi-attribute Preferences," Research Papers 1979, Stanford University, Graduate School of Business.
    5. Tripathi Sanjeev & Sinha, Piyush Kumar & Sinha, Piyush Kumar, . "Family and Store Choice - A Conceptual Framework," IIMA Working Papers WP2006-11-03, Indian Institute of Management Ahmedabad, Research and Publication Department.

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