Pictorial stimuli in conjoint analysis

Commercial conjoint applications usually involve verbal descriptions of hypothetical products. The authors argue that pictorial stimuli should be used when consumers' market-place choices are strongly guided by the product's styling, such that the choices are heavily based on an inspection of actual products or pictures of products.
  

Pictorial Stimuli in Conjoint Analysis to Support Product Styling Decisions

Gerard H. Loosschilder Delft University of TechnologyEdward Rosbergen,Marco Vriens University of Groningen andDick R. Wittink Cornell University

Introduction

The product category of car stereo equipment has undergone several technological changes during the last ten years. For example, in the mid 1980s new compact disc features were added. In the early 1990s a 'Radio Data System' (RDS) was introduced which allowed traffic information to be broadcast automatically, independently of the mode of listening (radio, CD, cassette) which is in use. Also, in recognition of...

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