The Impact of Promotions on the Convergence in Preference Elicitation Methods

Abstract

Three methods frequently used in research to assess product preferences were compared to determine their degree of convergence. These methods included: (1) constant sum scale, a subjective probability measure, (2) conjoint measurement, and (3) actual choice. These methods were analyzed along context, i.e., non-promotion versus promotion. Subjects were 43 university personnel. Subjects utilized each of the measures to rate their preferences for 9 soft drink brands. Methods were found to exhibit a strong degree of convergence for large market share brands. This may suggest that the elicitation methods may be measuring similar constructs when preferences are high and market share is high. However, when preferences are low and market share is low, contexts effects (i.e., promotions) may reduce the amount of convergence in preference elicitation methods.