Abstract
Choice models are a common tool in market research for quantifying the influence of product attributes on consumer decisions. Process tracing techniques, on the other hand, try to answer the question of how people process information and make decisions in choice tasks. This paper suggests a combination of both approaches for in-depth investigations of consumer decision processes in preference measurement by means of choice-based conjoint (CBC) analysis. We discuss different process tracing techniques and propose an attribute-specific strategy measure for the analysis of CBC results. In our empirical study we eye-track respondents evaluating CBC choice tasks for single-cup coffee brewers. On the basis of several hypotheses we illustrate the benefits of simultaneously recording eye-tracking information for market research.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
