Conjoint respondents as adaptive decision makers

Jon Martin Denstadli and Rune Lines

One implicit assumption in conjoint measurement is that respondents solve the conjoint tasks by using some form of weighted additive rule for preference judgements.
  

Conjoint respondents as adaptive decision makers

Jon Martin DenstadliInstitute of Transport Economics

Rune LinesNorwegian School of Economics and Business Administration

INTRODUCTION

This paper explores the decision rules used by respondents in order to arrive at preference judgements for a set of conjoint product profiles. Implicit in most research and practical applications of conjoint measurement is the assumption that respondents use some form of weighted additive judgement rule. This implies that the respondent combines the information in a conjoint profile into an overall evaluation that in turn forms the basis for his/her preference statement or choice (for...

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