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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

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.

Suggested Citation

  • Moore, William L & Holbrook, Morris B, 1990. " Conjoint Analysis on Objects with Environmentally Correlated Attributes: The Questionable Importance of Representative Design," Journal of Consumer Research, Oxford University Press, vol. 16(4), pages 490-497, March.
  • Handle: RePEc:oup:jconrs:v:16:y:1990:i:4:p:490-97
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    File URL: http://dx.doi.org/10.1086/209234
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    Cited by:

    1. 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.
    2. Mackenzie, John, 1991. "Valuation Of Open Space As A Composite Environmental Good Via Conjoint Analysis," 1991 Annual Meeting, August 4-7, Manhattan, Kansas 271166, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    3. 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 - Leibniz Centre for European Economic Research.
    4. repec:hur:ijarbs:v:8:y:2018:i:7:p:281-299 is not listed on IDEAS
    5. Martin Achtnicht, 2012. "German car buyers’ willingness to pay to reduce CO 2 emissions," Climatic Change, Springer, vol. 113(3), pages 679-697, August.
    6. Ricardo A. Daziano & Martin Achtnicht, 2014. "Forecasting Adoption of Ultra-Low-Emission Vehicles Using Bayes Estimates of a Multinomial Probit Model and the GHK Simulator," Transportation Science, INFORMS, vol. 48(4), pages 671-683, November.
    7. repec:eee:joreco:v:17:y:2010:i:1:p:10-18 is not listed on IDEAS
    8. 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 - Leibniz Centre for European Economic Research.

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