Online Healthy Food Experiments: Capturing Complexity by Using Choice-Based Conjoint Analysis.

Abstract

The impact of complex environmental factors on consumer choices and preferences can be analyzed through the prism of consumer behavior analysis, whereas variations of marketing attributes and their impact on choice can be measured using conjoint analysis. Considering the case of the constantly growing online food selections, we discuss choice-based conjoint analysis and explore the opportunities for behavior analysts to examine the interrelationships of multiple variables and socially important choice settings, and to promote desired behaviors. We show a few examples of using trade-off analyses in online food retail to understand consumer behavior with respect to healthy food items. As demonstrated in these examples based on our own pilot research, conjoint analysis can be used for complex behavior-that which is not amenable directly to an experimental analysis-or as an efficient initial step before moving into further experiments or analyses using biometrics (e.g., eye-tracking) or web analytics conducted in different settings such as e-commerce, e-mail, social media, or on mobile platforms. This paper summarizes the personalized, data driven economic analysis that is possible with a choice-based conjoint analysis.