Eye-tracking information processing in choice-based conjoint analysis

Choice models are a common tool in market research for quantifying the influence of product attributes on consumer decisions.

Eye-tracking information processing in choice-based conjoint analysis

Martin Meißner and Reinhold Decker

Bielefeld University


Preference measurement by means of conjoint analysis (CA) has been a success story of market research. The main goal of this class of methods is to obtain estimates of the relative influence different attributes have on consumers’ evaluation of products (Netzer et al. 2008). In its traditional form, choice modelling assumes respondents to have well-developed preferences and to behave fully rationally (Adamowicz et al. 2008). However, from a behavioural perspective, decision makers are bounded with respect to rationality in...

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