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Conjoint Analysis on Objects with Environmentally Correlated Attributes: The Questionable Importance of Representative Design

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  • Moore, William L
  • Holbrook, Morris B
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    Abstract

    When studying objects with environmentally correlated attributes, the use of orthogonal arrays in conjoint analysis can produce some highly unrealistic stimuli that might threaten a study's ecological validity. The effect of such departures from realism induced by environmental correlations is examined. A series of three experiments compares a stimulus set that has non-zero, but lower than environmental, correlations to one using an orthogonal array in terms of both perceived realism and predictive power. The results indicate that environmentally correlated attributes may pose fewer problems in practice than in theory. Copyright 1990 by the University of Chicago.

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 16 (1990)
    Issue (Month): 4 (March)
    Pages: 490-97

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    Handle: RePEc:ucp:jconrs:v:16:y:1990:i:4:p:490-97

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. Achtnicht, Martin, 2012. "German car buyers' willingness to pay to reduce CO2 emissions," ZEW Discussion Papers 09-058 [rev.], ZEW - Zentrum für Europäische Wirtschaftsforschung / Center for European Economic Research.
    2. Achtnicht, Martin & Bühler, Georg & Hermeling, Claudia, 2008. "Impact of Service Station Networks on Purchase Decisions of Alternative-fuel Vehicles," ZEW Discussion Papers 08-088, ZEW - Zentrum für Europäische Wirtschaftsforschung / Center for European Economic Research.
    3. Daziano, Ricardo A. & Achtnicht, Martin, 2012. "Forecasting adoption of ultra-low-emission vehicles using the GHK simulator and Bayes estimates of a multinomial probit model," ZEW Discussion Papers 12-017, ZEW - Zentrum für Europäische Wirtschaftsforschung / Center for European Economic Research.
    4. Martin Achtnicht, 2012. "German car buyers’ willingness to pay to reduce CO 2 emissions," Climatic Change, Springer, vol. 113(3), pages 679-697, August.
    5. Vetschera, Rudolf & Weitzl, Wolfgang & Wolfsteiner, Elisabeth, 2014. "Implausible alternatives in eliciting multi-attribute value functions," European Journal of Operational Research, Elsevier, vol. 234(1), pages 221-230.

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