Adaptive Choice-based Conjoint Research Articles

Extrinsic attributes that drive consumer purchase of block mozzarella

Consumer demand for cheese continues to increase with mozzarella being one of the primary cheeses in the US The objective of this study was to understand the impact of extrinsic attributes on consumer desires for block mozzarella cheese. An online survey was conducted with mozzarella consumers (n = 437). Adaptive Choice-Based Conjoint (ACBC) and Kano modeling were utilized to determine the importance of attributes applicable to block mozzarella. Maximum Difference (MXD) scaling was applied to further quantify the appeal of 23 label claims/messages. Subsequently, 2.5-h immersive qualitative focus groups were conducted (n = 28 consumers) that included mozzarella usage occasion discussion, naming identification, block mozzarella sorting, label discussion, and group tasting. Survey data were evaluated by univariate and multivariate statistics. The ideal block mozzarella for consumers was made from whole milk, had a firm texture/shreds well, block/bar shape, with a resealable package and farmer owned labeling. Milkfat amount and label claims were the most important attributes (P < 0.05) across all consumers from conjoint analysis. Consumers found "produced without added hormones," "made with milk from our pasture-raised cows," and "made locally" to be the most appealing label claims. Consumer segmentation identified a Natural Cluster (n = 243) which assigned high utility to claims such as "all natural" and "organic" while the Flavor Cluster (n = 194) assigned high utility to "established business for more than 75 years" and "#1 in Italy." Melt was a must-have attribute for mozzarella consumers while easy to shred and slice was a performance attribute. Block mozzarella is generally a price-driven product, except for special occasions where consumers seek out block mozzarella that they perceive to be of higher quality.

Utilising Adaptive Choice-Based Conjoint Approach to Facilitate Shared Decision-Making in Osteoarthritis Management: A Patient Perception Study.

This study examines the application of the adaptive choice-based conjoint (ACBC) method to facilitate the shared decision-making (SDM) process for osteoarthritis (OA) treatment. The study recruited adult OA patients attending the rheumatology/orthopaedics clinics in a local urban hospital in Abu Dhabi, United Arab Emirates (UAE). Participants completed a questionnaire regarding who influences their decision in selecting OA medication, followed by an ACBC questionnaire about OA medication preferences and a questionnaire about the potential contribution of ACBC to the SDM process. A univariate analysis was used to investigate the relationships between participant variables and factors that influence their decision-making processes. The chi-squared, Fisher's exact, Cramer's V coefficient test and multivariable logistic regression analysis were utilised. The primary outcome investigates the contribution of the ACBC method to the SDM process for OA treatment. Secondary outcomes measure the association between patient demographics and variables related to the SDM process and ACBC questionnaire. Five hundred patients participated in this study, with a response rate (RR) of 100%. Most study participants were 60-69 years old (34.8%), females (78.8%), and UAE nationals (90.4%). Patients' opinions and online/paper information influencing their decision in selecting OA medication had a statistically significant association with age, gender, education, and employment (P=0.001 - 0.039). Employment status showed the strongest association (φc=0.170) with being independent in making the decision about OA medications, while education levels showed the strongest association (φc=0.24) with decisions impacted by online/paper information. The results of the multivariable logistic analysis showed that the only statistically significant variable for online/paper information that influenced the decision in selecting OA medication was education level (p=0.003). Most participants agreed or strongly agreed that the ACBC predicted their preferences for OA treatment (96.8%), the questionnaire may help doctors understand patients' preferences (93%) and recommended the use of ACBC tool doctors' clinics to aid the SDM process (92.8%) between patients and their physicians. ACBC approach can facilitate doctors' understanding of patients' preferences and aid the SDM process. Most OA patients are independent or influenced by their physician when making decisions about OA medication. Higher education and employment among OA patients are associated with a better involvement in the SDM process for available treatment.

Designing outdoor fitness areas for older adults: a conjoint analysis study

ABSTRACT This study aimed to examine the relative importance of micro-level design features of outdoor fitness areas preferred by older adults and whether preferences varied according to gender, park accompaniment, and mobility status. A series of Adaptive Choice-Based Conjoint (ACBC) tasks were completed by older adults (n = 372, 65–93 years, 57% female) in an online survey. Ten different micro-level design features of outdoor fitness areas were examined including surface type, location of fitness equipment, equipment designed for older adults, equipment distribution, shade sails, light fixtures, shady trees, benches, drinking water, and water body near fitness area. Hierarchical Bayes analyses within Sawtooth software were used to identify the relative importance scores and part-worth utilities of the design features. For the overall sample, the three most important features were as follows: surface type (21.5%, 95% CI 20.0, 22.9); equipment specifically designed for older adults (18.7%, 95% CI 17.3, 20.2); and shady trees around the fitness area (14.0%, 95% CI 12.9, 15.0). A few significant differences in the relative ranking of design features were observed by gender and mobility status. This study will help stakeholders in understanding which design features to prioritise when (re)designing outdoor fitness areas for older adults.

Crossing incentive alignment and adaptive designs in choice-based conjoint: A fruitful endeavor

AbstractChoice-based conjoint (CBC) analysis features prominently in market research to predict consumer purchases. This study focuses on two principles that seek to enhance CBC: incentive alignment and adaptive choice-based conjoint (ACBC) analysis. While these principles have individually demonstrated their ability to improve the forecasting accuracy of CBC, no research has yet evaluated both simultaneously. The present study fills this gap by drawing on two lab and two online experiments. On the one hand, results reveal that incentive-aligned CBC and hypothetical ACBC predict comparatively well. On the other hand, ACBC offers a more efficient cost-per-information ratio in studies with a high sample size. Moreover, the newly introduced incentive-aligned ACBC achieves the best predictions but has the longest interview time. Based on our studies, we help market researchers decide whether to apply incentive alignment, ACBC, or both. Finally, we provide a tutorial to analyze ACBC datasets using open-source software (R/Stan).

Academic success is in the eye of the beholder: understanding scholars’ implicit appointment preferences through adaptive choice-based conjoint analysis

Because scholarly performance is multidimensional, many different criteria may influence appointment decisions. Previous studies on appointment preferences do not reveal the underlying process on how appointment committee members consider and weigh up different criteria when they evaluate candidates. To identify scholars’ implicit appointment preferences, we used adaptive choice-based conjoint analysis (ACBC), which is able to capture the non-compensatory process of complex decisions like personnel selection. Junior and senior scholars (N = 681) from different countries and types of higher education institutions took part in a hypothetical appointment procedure. A two-step segmentation analysis based on unsupervised and supervised learning revealed three distinct patterns of appointment preferences. More specifically, scholars differ in the appointment criteria they prefer to use, that is, they make different trade-offs when they evaluate candidates who fulfill some but not all of their expectations. The most important variable for predicting scholars’ preferences is the country in which he or she is currently living. Other important predictors of appointment preferences were, for example, scholars’ self-reported research performance and whether they work at a doctorate-granting or not-doctorate-granting higher education institution. A comparison of scholars’ implicit and explicit preferences yielded considerable discrepancies. Through the lens of cognitive bias theory, we contribute to the extension of the literature on professorial appointments by an implicit process perspective and provide insights for scholars and higher education institutions.

Patient Preferences for Postmastectomy Breast Reconstruction

Up to 40% of women experience dissatisfaction after breast reconstruction due to unexpected outcomes that are poorly aligned with personal preferences. Identifying what attributes patients value when considering surgery could improve shared decision-making. Adaptive choice-based conjoint (ACBC) analysis can elicit individual-level treatment preferences. To identify which attributes of breast reconstruction are most important to women considering surgery and to describe how these attributes differ by those who prefer flap vs implant reconstruction. This web-based, cross-sectional study was conducted from March 1, 2022, to January 31, 2023, at Duke University and between June 1 and December 31, 2022, through the Love Research Army with ACBC analysis. Participants were 105 women at Duke University with a new diagnosis of or genetic predisposition to breast cancer who were considering mastectomy with reconstruction and 301 women with a history of breast cancer or a genetic predisposition as identified through the Love Research Army registry. Relative importance scores, part-worth utility values, and maximum acceptable risks were estimated. Overall, 406 women (105 from Duke University [mean (SD) age, 46.3 (10.5) years] and 301 from the Love Research Army registry [mean (SD) age, 59.2 (11.9) years]) participated. The attribute considered most important was the risk of abdominal morbidity (mean [SD] relative importance [RI], 28% [11%]), followed by chance of major complications (RI, 25% [10%]), number of additional operations (RI, 23% [12%]), appearance of the breasts (RI, 13% [12%]), and recovery time (RI, 11% [7%]). Most participants (344 [85%]) preferred implant-based reconstruction; these participants cared most about abdominal morbidity (mean [SD] RI, 30% [11%]), followed by the risk of complications (mean [SD], RI, 26% [11%]) and additional operations (mean [SD] RI, 21% [12%]). In contrast, participants who preferred flap reconstruction cared most about additional operations (mean [SD] RI, 31% [15%]), appearance of the breasts (mean [SD] RI, 27% [16%]), and risk of complications (mean [SD] RI, 18% [6%]). Factors independently associated with choosing flap reconstruction included being married (odds ratio [OR], 2.30 [95% CI, 1.04-5.08]; P = .04) and higher educational level (college education; OR, 2.43 [95% CI, 1.01-5.86]; P = .048), while having an income level of greater than $75 000 was associated with a decreased likelihood of choosing the flap profile (OR, 0.45 [95% CI, 0.21-0.97]; P = .01). Respondents who preferred flap appearance were willing to accept a mean (SD) increase of 14.9% (2.2%) chance of abdominal morbidity (n = 113) or 6.4% (4.8%) chance of complications (n = 115). This study provides information on how women value different aspects of their care when making decisions for breast reconstruction. Future studies should assess how decision aids that elicit individual-level preferences can help tailor patient-physician discussions to focus preoperative counseling on factors that matter most to each patient and ultimately improve patient-centered care.

Exploring patient treatment decision making for osteoarthritis in the UAE: a cross-sectional adaptive choice-based conjoint study

ObjectiveTo assess osteoarthritis (OA) patients’ preferences for pharmaceutical treatment via Adaptive Choice-Based Conjoint (ACBC) method.MethodsA United Arab Emirates (UAE) based Patient and Public Involvement (PPI) group designed the ACBC questionnaire with 10 attributes and 34 levels. The questionnaire was developed using Sawtooth Software and analyzed through Hierarchical Bayesian (HB). Results were standardized using Z-score via SPSS.ResultsStudy participants were 1030 OA patients, 83.6% aged 50 or older and 83.4% female. The avoidance of medication’s side effects accounted for 66% relative importance compared to 6% relative importance for the medication’s benefits. The “way of taking the medicine” attribute had the highest coefficient of variation (70%) and the four side effect attributes “risk of gastric ulcer, addiction, kidney and liver impairment, and heart attacks and strokes” had a coefficient of variation from 18 to 21%.ConclusionsArab OA patients are similar to other ethnic groups in trading-off benefits and side effects and consistently prioritizing the avoidance of medications’ side effects. Although the “Way of taking medicine” was the least important attribute it was associated with the highest variation amongst patients. OA patients also prefer prescribed medications to internet-purchased and over-the-counter options.

PCR210 Adaptive Choice Based Conjoint Contribution to the Elicitation of Patients’ Preferences and Shared Decision-Making Process for the Pharmaceutical Treatment for Osteoarthritis

This study aimed to elicit patients’ preferences for the pharmaceutical treatment of osteoarthritis (OA), using an Adaptive Choice-Based Conjoint (ACBC) method, and assess the contribution of the ACBC to facilitate the shared decision-making (SDM) process.

Parental perception of children's school lunch milk

School lunch programs are mandated by the US Code of Federal Regulations to serve pasteurized milk that is skim or 1% fat and fortified with vitamins A and D. In recent years, proposals have been made to alter nutritional requirements for school lunches and school lunch milk, including changes to the milk fat and flavor options available. The objective of this study was to evaluate parental understanding and perception of school lunch milk to better understand how changes to school lunch milk are perceived by parents. Four focus groups (n = 34) were conducted with parents of school-aged children (5-13 yr) who purchased milk as part of a lunch at school. Participants were asked about school lunch milk, including nutritional content, packaging, and flavoring. Focus groups included a build-your-own milk activity and discussion of children's milk products currently available on the market. Two subsequent online surveys were conducted with parents of school-aged children (survey 1, n = 216; survey 2, n = 133). Maximum difference scaling was used to evaluate what beverages parents would prefer their child to drink at school (survey 1) and which attributes of chocolate milk for children were most important to parents (survey 2). An adaptive choice-based conjoint activity (survey 1) included flavor, milk fat, heat treatment, label claims, and packaging type. Both surveys included questions to evaluate knowledge of milk nutrition and attitudes regarding milk and flavored milk. Agree/disagree questions were used in both surveys to assess parental opinions of school lunch milk. Survey 2 also included semantic differential (sliding scale) questions to assess parental opinions of chocolate milk and their acceptance of sugar alternatives in chocolate milk served in schools. Parents were familiar with the flavor options and packaging of school lunch milk, but expressed limited familiarity with school lunch milk fat content. Parents perceived milk to be healthy and a good source of vitamin D and calcium. From survey results, parents placed the highest importance on school lunch milk packaging, followed by milk fat percentage and flavoring over label claims and heat treatment. The ideal school lunch milk for parents was unflavored (white milk) or chocolate, 2% fat, and packaged in a cardboard gabletop carton. For school lunch chocolate milk, 3 distinct clusters of parents with differing opinions for children's chocolate milk were identified. Parents are largely unfamiliar with the specific attributes and nutritional profile of milk served in schools but believe that schools should offer milk to their children as part of breakfast and lunch. Parents in both surveys also displayed a preference for 2% fat milk over low-fat options, which provides actionable insight for both governmental bodies determining educational and nutritional policies for school meals and fluid milk producers seeking to optimize their products intended for schools.

Consumer perception of restaurant and ready-to-eat cheese dips.

Cheese dips are an expanding category sold as ready to eat (RTE) in grocery stores or served hot in restaurants (RST). The purpose of this study was to determine key consumer attributes for cheese dips and evaluate if key drivers of purchase for cheese dips were distinct between grocery store or restaurant purchase. An online survey (n = 931) was conducted. Participants were asked two different sets of questions based on the location they most frequently purchased and consumed cheese dip in the past 6 months, at a restaurant (n = 480) or from a grocery store (n = 451). Consumers first evaluated psychographic and agree/disagree questions regarding cheese dip and then completed maximum difference exercises focused on color and other extrinsic cheese dip attributes. Finally, an adaptive choice-based conjoint was used to determine the relative importance of cheese dip attributes. Clustering of conjoint utility scores revealed differences in preference for spiciness, but similar preferences for other attributes within both consumer groups. RTE and RST consumers indicated that their ideal cheese dip was white in color, moderately thick, and of medium spiciness with small visible pepper pieces and jalapeno pepper flavor. For both consumer groups, spiciness was the most important characteristic of cheese dips, followed by package for RTE consumers and pepper flavor and consistency for RST consumers. Regardless of consumption context, consumers have similar ideal characteristics for cheese dips. PRACTICAL APPLICATION: The primary drivers of purchase for cheese dip consumers are similar, regardless of context. Segmentation of consumer preferences reveals opportunities for product innovation. The data collected will aid in product development of cheese dips that better meet the needs of consumers.

The Role of Web-Based Adaptive Choice-Based Conjoint Analysis Technology in Eliciting Patients’ Preferences for Osteoarthritis Treatment

To assess the feasibility of using adaptive choice-based conjoint (ACBC) analysis to elicit patients' preferences for pharmacological treatment of osteoarthritis (OA), patients' satisfaction with completing the ACBC questionnaire, and factors associated with questionnaire completion time. Adult patients aged 18 years and older with a medical diagnosis of OA, experiencing joint pain in the past 12 months, and living in the Northeast of England participated in the study. The participants completed a web-based ACBC questionnaire about their preferences regarding pharmaceutical treatment for OA using a touchscreen laptop independently, and accordingly, the questionnaire completion time was measured. Moreover, the participants completed a pen-and-paper feedback form about their experience in completing the ACBC questionnaire. Twenty participants aged 40 years and older, 65% females, 75% had knee OA, and suffering from OA for more than 5 years participated in the study. About 60% of participants reported completing a computerized questionnaire in the past. About 85% of participants believed that the ACBC task helped them in making decisions regarding their OA medications, and 95% agreed or strongly agreed that they would be happy to complete a similar ACBC questionnaire in the future. The average questionnaire completion time was 16 min (range 10-24 min). The main factors associated with longer questionnaire completion time were older age, never using a computer in the past, and no previous experience in completing a questionnaire. The ACBC analysis is a feasible and efficient method to elicit patients' preferences for pharmacological treatment of OA, which could be used in clinical settings to facilitate shared decision-making and patient-centered care. The ACBC questionnaire completion consumes a significantly longer time for elderly participants, who never used a computer, and never completed any questionnaire previously. Therefore, the contribution of patients and public involvement (PPI) group in the development of the ACBC questionnaire could facilitate participants' understanding and satisfaction with the task. Future research including patients with different chronic conditions may provide more useful information about the efficiency of ACBC analysis in eliciting patients' preferences for osteoarthritis treatment.

Sharing the benefits: How different dimensions contribute to value creation and capture

Research on value creation and capture in business-to-business (B2B) relationships has not compared the effects or trade-offs among different benefit dimensions perceived by the buyer. Using an Adaptive Choice-Based Conjoint analysis conducted with 152 purchasing managers, we investigated the relative value created by seven dimensions, and how they affect value capture. Our findings confirm that benefit dimensions have potential to create value, as indicated in the extant literature. Additionally, the experimental method allowed to identify the non-linear nature of value creation as the attribute level of each benefit dimension changes. Four dimensions showed a convex shape, with decreasing utility levels to higher attribute levels, and one dimension showed a concave shape with increasing utility levels to higher attribute levels. We also found that benefits value potential depends on decision makers priorities, the extend by which it is operationally close, and if it can be objectively measured. Finally, we suggest that benefit dimensions may be interchangeable because they may be inter-related. The study brings strong implications for managers, as it shows that their value propositions may be more effective by positioning some benefits at intermediate, and not above market levels.

Consumer preferences for circular outdoor sporting goods: An Adaptive Choice-Based Conjoint analysis among residents of European outdoor markets

Since 2015, the concept of a Circular Economy (CE) has been gaining attention within the field of corporate sustainability including the textile sector. Further, CE related literature often mentions single actors from the Outdoor Sporting Goods Industry (OSGI) as forerunners. However, an analysis of users’ acceptance of circular outdoor products is so far missing in that literature. Thus, this study aimed to analyse if outdoor sporting goods users value circular product attributes using an Adaptive Choice-Based Conjoint analysis. The conjoint data from 1012 respondents, resident in important European outdoor markets, show that functional product attributes as well as social sustainability are more important for the purchase choice than circular product attributes while product durability and the share of recycled material used in the product are the most relevant circular attributes. Further, environmental awareness (strong influence), gender and age (weak influence) moderate the preference for functionality rather than circularity: environmentally aware, young, or female users are comparatively receptive to circular product features. As the study relates these findings to previous research and discusses practical implications, it adds an OSGI-specific perspective to the literature on consumer acceptance of circular products and thereby gives action recommendations to industry managers.

The choice between business travel and video conferencing after COVID-19 – Insights from a choice experiment among frequent travelers

COVID-19 has accelerated the substitution of videoconferencing for business travel. However, little research exists about the decision-making behavior of business travelers considering virtual alternatives. We fill this gap by reconceptualizing the decision-making process and investigating the fundamental choice between face-to-face (FtF) and virtual communication (VC) using an adaptive choice-based conjoint analysis. We argue that the process of decision making of business travelers is distinct to that of leisure travelers, as the fundamental decision between FtF and VC occurs prior to subsequent travel decisions. We show that the purpose of the meeting, the character of the message, and the location of the meeting are the decision attributes of greatest importance. Using a novel methodology we present a holistic decision model that increases the theoretical understanding of business traveler decision-making and provide practitioners with comprehensive insights relevant to travel policy development, and executives in the business travel market with guidance with management decisions.

Identifying participants' preferences for modifiable chemotherapy-induced peripheral neuropathy prevention clinical trial factors: an adaptive choice-based conjoint analysis.

There are no recommended treatments for chemotherapy-induced peripheral neuropathy (CIPN) prevention. Recruitment to CIPN prevention clinical trials is challenging because it is difficult to enroll patients between the time of cancer diagnosis and the initiation of neurotoxic chemotherapy. The purpose of this exploratory-sequential mixed-methods study was to determine patients' preferences that could affect the choice to participate in CIPN prevention clinical trials. First, twenty cognitive interviews were conducted with adults who completed less than three neurotoxic chemotherapy infusions to clarify clinical trial attributes and levels thought to be important to patients when deciding whether to enroll in CIPN prevention trials (i.e., type of treatment, clinical tests, reimbursement, survey delivery; length of visits, timing of follow-up, when to begin treatment). Second, another eighty-eight patients completed an adaptive choice-based conjoint analysis survey that incorporated the finalized attributes and levels. Each level was assigned a part-worth utility score using Hierarchical Bayes Estimation. The relative importance of each attribute was calculated. The attributes with the highest relative importance values were type of treatment (27.1%) and length of study visits (20.2%). The preferred levels included non-medicine treatment (53.49%), beginning treatment after experiencing CIPN (60.47%), email surveys (63.95%), assessments that include surveys and clinical exams (39.53%), under 30-min visits (44.19%), $50/week reimbursement (39.53%), and 1-month post-chemotherapy follow-up visits (32.56%). Patients' preferences for participation may be included in the design of future CIPN prevention clinical trials to potentially bolster study enrollment.

Judicial Philosophy and the Public’s Support for Courts

How do Americans’ preferences over judicial philosophy influence their support for judges and judicial decisions? Using an experiment attached to an adaptive choice-based conjoint analysis, we find that people hold preferences over judicial philosophies, that they rely on those preferences to evaluate judges and decisions, and that those preferences are not simply stand-ins for ideology and partisanship. These findings suggest that to understand people’s support for judges and judicial decisions one must pay attention to judicial philosophy.

Privacy vs. Security: Trade-Offs in the Acceptance of Smart Technologies for Aging-in-Place

Smart technologies for aging-in-place address the desire of older adults to live at home independently. Concurrently, they can support the challenged healthcare systems in times of demographic change. Much has already been understood about which factors influence the technology acceptance by future users. Thereby, privacy concerns have been highlighted as a decisive barrier. However, less is yet known about how acceptance is influenced: the central workings of acceptance genesis, the weighing between barriers and benefits and resulting trade-offs have only been focused in very few studies. To gain a deeper understanding of the weighing and trade-offs between privacy barriers and security benefits, an Adaptive Choice-Based Conjoint analysis was carried out using the example of emergency detection technologies (n = 274). The results indicate that if smart technologies offer life-saving security benefits in situations of need, privacy concerns are outweighed. The most important factor for the acceptance decision is the reliability followed by the fall risk. Privacy-related aspects were less important for acceptance decisions. Additionally, the study reveals important data on preferences for system characteristics as well as acceptance thresholds—non-negotiable no-go’s or must-haves. This information helps to understand users’ desires in order to tailor smart technologies to their specific needs.

A choice experiment on preferences for electric and hybrid cars in Istanbul

We analyze households’ preferences for electric and hybrid cars in Istanbul. We apply an adaptive choice-based conjoint approach that adjusts the survey in real time according to respondents’ initial responses. We find a low potential for electric cars but a significant latent demand for hybrid cars. Among the three urban policies considered, it is more effective to subsidize parking of electric cars and bridge and tunnel crossing fees of hybrid cars. Respondents’ valuations of these policies are about $2,070 in the life cycle of a car. We estimate that respondents are willing to pay $3.4, $14.8, and $20.7 to increase the driving range by 1 km for hybrid, conventional, and electric cars, respectively. They are willing to pay about $258 to decrease the recharge time of an electric car by 1 min or to make recharge stations more common so that their detour time to reach stations decreases by 1 min.

The Importance of Sustainability Aspects When Purchasing Online: Comparing Generation X and Generation Z

As research on sustainability orientation across generations is still sparse, we contribute to literature by enriching this research field, focusing on Generation Z (‘Zers’) and X (‘Xers’). Moreover, no other study has analyzed cross-generational differences in the sustainability context by making use of choice experiments, which overcome issues related to (Likert) scale item investigations, and allow respondents to evaluate the trade-off between different purchase factors simultaneously. We thus applied one of the most recent advancements in choice experiments, named Adaptive Choice-Based Conjoint analysis, which appears to be more realistic than previous alternatives. The results indicate Zers consume more sustainably (inter alia higher importance of social labels; higher purchase likelihood) when shopping online; however, differences within each generation were uncovered, especially among Xers (e.g., gender differences regarding importance of price).

What residents of potential Olympic cities want: using conjoint analysis to deal with dominant and heterogeneous preferences

ABSTRACT Understanding residents’ preferences for mega-sports events is a hot topic in tourism and event research. Thus far, most studies have assumed homogeneous preferences, and linear utility additivity of all event attributes when measuring residents’ support. This study uses an adaptive choice-based conjoint analysis combined with hierarchical Bayesian estimation. In contrast to previous research, the method considers the entire spectrum of residents’ preferences at the individual level and identifies non-substitutable dominant preferences (must-haves and unacceptables). A survey with 687 residents was conducted in Tyrol, an Austrian state with a remarkable Olympic tradition. The findings of this study extend the current literature by showing that the usually applied assumptions (homogeneous and linear additive substitutable preferences) are violated with substantial consequences. A simulation allows transforming the survey results into hypothetical referendum support rates for different feasible concepts of the Olympic Games.