Conjoint respondents as adaptive decision makers
Jon Martin DenstadliInstitute of Transport Economics
Rune LinesNorwegian School of Economics and Business Administration
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...