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Sample-based longitudinal discrete choice experiments: preferences for electric vehicles over time

Author

Listed:
  • Katharina Keller

    (Goethe University Frankfurt)

  • Christian Schlereth

    (WHU – Otto Beisheim School of Management)

  • Oliver Hinz

    (Goethe University Frankfurt)

Abstract

Discrete choice experiments have emerged as the state-of-the-art method for measuring preferences, but they are mostly used in cross-sectional studies. In seeking to make them applicable for longitudinal studies, our study addresses two common challenges: working with different respondents and handling altering attributes. We propose a sample-based longitudinal discrete choice experiment in combination with a covariate-extended hierarchical Bayes logit estimator that allows one to test the statistical significance of changes. We showcase this method’s use in studies about preferences for electric vehicles over six years and empirically observe that preferences develop in an unpredictable, non-monotonous way. We also find that inspecting only the absolute differences in preferences between samples may result in misleading inferences. Moreover, surveying a new sample produced similar results as asking the same sample of respondents over time. Finally, we experimentally test how adding or removing an attribute affects preferences for the other attributes.

Suggested Citation

  • Katharina Keller & Christian Schlereth & Oliver Hinz, 2021. "Sample-based longitudinal discrete choice experiments: preferences for electric vehicles over time," Journal of the Academy of Marketing Science, Springer, vol. 49(3), pages 482-500, May.
    • Handle: RePEc:spr:joamsc:v:49:y:2021:i:3:d:10.1007_s11747-020-00758-8
    DOI: 10.1007/s11747-020-00758-8
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    References listed on IDEAS

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