Choice-based Conjoint Analysis Research Articles

How to inform about sodium reduction on food labels?

AbstractExcessive sodium intake is a worldwide problem. Little attention has been paid to consumer perceptions and thoughts on how to report sodium reduction in food packaging. We aimed to investigate the opinion of consumers on the best ways to inform about sodium reduction on food labels. We held focus group sessions and performed a modified choice based conjoint analysis. Participants prefer packaging that has the front of pack nutrition label traffic light labeling and use of sentences informing the percentage of sodium content reduction. The blue color and the phrase that informs the percentage of sodium content reduction increase the probability of the consumer choosing a cracker with reduced sodium. These results allow the elaboration of labels for food with low sodium content that meet the expectations and desires of consumers, thus contributing to avoiding a low expectation or even rejection of the products just by looking at their packaging.Practical ApplicationsReducing sodium consumption is one of the most cost‐effective measures that countries could take to improve population health outcomes. This has been one of the most widely discussed issues of the 21st century. Several strategies have been developed to reduce the sodium content of foods. However, if consumers do not choose these products to buy these strategies will not have practical results. The results of this study allow us to identify the opinion and perception of consumers on the reduction of sodium in foods and on how to inform this reduction on labels. With the information obtained in this study, industries will be able to develop packaging with characteristics that will allow a greater probability of choosing foods with reduced sodium content.

Household Food Waste: The Meaning of Product’s Attributes and Food-Related Lifestyle

The increasing volume and value of food waste is a huge threat to achieving sustainable development, food market stability, human population growth, and people’s well-being. Considering that consumers are responsible for a large degree of food waste, the current study looks at the problem of household food waste from the perspective of both food product attributes and consumers’ lifestyles. Specifically: How do people differ in their food disposal inclination based on their food-related lifestyle and products’ quality attributes? The Total Food Quality Model was applied to describe product attributes (taste, health, process, and convenience) whereas food-related lifestyle was measured with: innovativeness/novelty, information about products/health, convenience, price, taste, local/organic food, and social events. The Choice-Based Conjoint Analysis method, based on 753 participants, was used to assess the importance of individual attributes and levels. Clustering was carried out to identify people with similar preferences: through elbow method and Silhouette value maximization, three customer segments were identified. To investigate the distinct characteristics of these clusters related to food waste, one-way multivariate analysis of variance (MANOVA) was conducted. The obtained results confirm that consumers who overlap in their product attribute preferences also share a food-related lifestyle. The main contribution is the identification of consumer groups and the differences that characterize them in terms of the determinants of behaviour related to the importance of the factors of food products influencing the tendency to waste them.

An Empirical Study of Factors Influencing the Intention to Use Robo-Advisors

Artificial intelligence-based investment services (robo-advisors) are becoming increasingly commercialized. Robo-advisors are expected to expand further due to the enhancement of accessibility to investment for general investors through customized portfolio selection and automated transactions established upon the artificial intelligence-based algorithm. This study comprehensively investigates factors that influence acceptance intention of and resistance to robo-advisors using a combined model of technology acceptance model and innovation resistance model. The model was examined through conducting a choice-based conjoint analysis of 158 users with investment experience and age ranging from 20s to 60s. The independent variables of the research for robo-advisors are transparency, customization, social presence, and user control. The effects of the independent variables on acceptance intention and innovation resistance are analyzed, respectively, through mediator variables of perceived usefulness, perceived complexity, and perceived safety. This study indicates the fundamental factors for the promotion of the domestic robo-advisor market based on the analysis of further advanced overseas robo-advisor markets. The significance of this study derives from providing implications on the direction of development for companies or financial institutions in the sphere of robo-advisors.

Seeing is believing? Data mining to create a choice-based conjoint approach for restaurant mobile marketing

We propose an online impression-management conceptual model and present a two-step approach to unfold the importance of multiple attributes on a restaurant marketplace mobile app. First, our study uses OpenTable platform data to provide insights into the visual attractiveness of restaurant images. In total, 92,934 images were scraped and further labeled through the Tencent Multi-Label API, which identified six categories of image cues. Second, an exploratory Choice-Based Conjoint (CBC) analysis was performed to assess the importance of attributes at different levels from 746 valid survey responses. Furthermore, we performed Latent Class Analysis (LCA) to categorize the consumers by their choice features in which we identified two groups: “visual-image-cues responsive” and “price-rating-cue responsive.” These categories advance the proposed online impression-management conceptual model and indicate that visual information is the most important attribute in decision making. Our study provides empirically based suggestions to enable practitioners to strengthen their m-commerce marketing strategies.

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).

Investment guarantees in financial products: an analysis of consumer preferences

We analyze the preferences of 1180 German consumers for investment guarantees in financial products by means of choice-based conjoint and latent class analysis. Based on the segment-level partworth utility profiles, we then identify the most important investment guarantee features, analyze consumer demand in a realistic market setting, and test whether individual purchasing behavior can be explained by socioeconomic characteristics. Our results show that two buyer and two nonbuyer segments exist. Although their willingness to buy varies significantly, we document only a small degree of heterogeneity with respect to the individual guarantee attributes and levels. Across the sample, the guarantee period is most important, followed by the volatility of the underlying fund, and the up-front premium. Finally, we illustrate that particularly those socioeconomic characteristics with an impact on individuals’ financial situation are promising predictors of their willingness to purchase investment guarantees.

Understanding the Role of Overall Appearance and Color in Consumers' Acceptability of Edamame

Appearance properties of vegetables can affect consumers' acceptance toward them as well as purchase intent. Hence, appearance is highly associated with quality of edamame (Glycine max (L.) Merr.), a protein-rich vegetable that is experiencing increased sales in the USA. Edamame is a high-value specialty crop and its production has been promoted in Virginia and other states in the USA where the tobacco production has decreased in the last decade. To support current efforts to develop the edamame industry in the USA, consumer and color data of 10 edamame genotypes grown in Virginia were analyzed in this follow-up study to understand the role of overall appearance and color characteristics in consumers' acceptability of edamame beans. In two consecutive years, untrained adult volunteers used 9-point hedonic scales (1 = “dislike extremely”, 9 = “like extremely”) to evaluate appearance and overall liking of edamame samples (cooked and shelled edamame beans) and our researchers measured the reflective color of the samples with a chroma meter. In the first year, sensory panelists also completed a choice-based conjoint analysis to determine their willingness-to-pay (WTP) for dark vs. light green edamame beans in a salad. Edamame genotypes were significantly different in appearance and overall liking (p < 0.05) and the genotype R14-16195 was the most liked overall. Hedonic scores and color were significantly affected by “year” (p < 0.05), so intentional changes between years (e.g., sample preparation) should be avoided in future studies. Consumers showed higher WTP for dark green edamame beans. Additionally, green intensity (color index) and a* color coordinate were correlated to appearance liking scores (p < 0.05), which suggests color data can support breeding selection criteria and possibly predict consumer acceptability. Employing color measurement as quality control method can help improve harvest procedures, post-harvest handling, and define edamame quality standards for the USA market.

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.

Vaccination or NPI? A conjoint analysis of German citizens' preferences in the context of the COVID-19 pandemic.

This research uses discrete choice-based conjoint analysis that elicits the preference structure of German citizens when it comes to their timely intention to vaccinate. The focus is on the trade-offs between pharmaceuticals (vaccine) and "non-pharmaceutical interventions" (NPIs) such as lock-downs and social distancing measures, as well as the value of voluntary versus mandatory compliance to the citizens. Our results highlight three critical insights: (a) value of waiting: at 70% effective vaccine, 1/3 of citizens still would prefer to be vaccinated in the next 6 months rather than immediately; (b) costs of NPI constraints: an effective vaccine may come as a solution to compensate for the costs induced by invasive NPI imposed for an extended period; (c) freedom of choice: voluntary compliance is preferred by citizens over imposed measures whether it relates to vaccination choice, lock-down measures, or work location choice during the pandemic. Backing up those findings in monetary value, a quick shot of a 100% effective vaccination is estimated to be worth in the range of 11,400€. Still, the value of the shot quickly falls to no value when effectiveness drops below 50. At the same time, the cost of imposing protective rules lies in the range of 1500–2500€, depending on the rule analyzed. In comparison, the burden of extra complete lock-down and social distancing is about 775€ per citizen per month. As most current vaccines are being proven to have high efficacy, a strategy that selects the most effective vaccine candidates while emphasizing how the vaccine may stop the pain of lasting lock-downs will be appropriate to nudge the population towards vaccination. Control measures that are too restrictive may be welfare-deteriorating, but enough NPI measures must be recommended as long as vaccination adoption is not sufficiently large.

P077 Developing a better explanation of osteoarthritis: results from a conjoint analysis of patient preferences

Abstract Background/Aims Despite the negative impact of osteoarthritis (OA) and existence of evidence-based guidelines, many patients and professionals lack clarity about the nature of OA and effective treatment strategies. This project aims to improve OA explanations in consultations and investigate the extent to which different explanation statements impact on intention to self-manage OA. Methods Participants registered at four general practices, aged ≥45 years, with a recorded consultation for OA in the previous two years were mailed a survey. The survey included eight pairs of potential OA explanation statements for participants to select the explanation that would most help them to self-manage their OA, alongside questions on socio-demographics, OA symptoms, comorbidity and health literacy. The OA explanations were designed using a partial-profile choice-based conjoint analysis (profile strength 4, comparison depth 3) from a set of 11 theoretically informed key attributes (Table 1). Each attribute contained two statements: one representing current information sources, and one a newly designed statement from our previous co-design work with patients and stakeholders. Results The survey response rate was 22% (428/1980) (average age = 65 years [SD = 10]; 66% female). The newer statement was preferred to the existing statement for 10 of the 11 statements (indicated by a positive regression coefficient) and 8 of these differences were statistically significant (p < 0.05) (Table 1). Sensitivity analyses (e.g. to adjust the model to allow for within person correlation of response, and to test for 2-way interactions between model attributes) did not change the findings from the primary model. Conclusion Patients with OA preferred the newer statements, with one exception (causes). The preferred statements have been discussed with the project’s Patient Advisory Group and the statements combined into a written leaflet and animation, and further assessed using Flesch reading ease and Flesch Grade level. Our conjoint analysis has provided evidence about what explanation statements patients with OA prefer and improve likelihood of self-management. The next step is to evaluate the leaflet and written animation in think-aloud qualitative interviews before refining the OA explanation and widespread dissemination. Disclosure Z. Paskins: None. E. Nicholls: None. H. Grossmann: None. C. McRobert: None. G. Peat: None. N. Shivji: None. B. Bartlam: None. P. Croft: None. C. Jinks: None. J. Maddison: None. C. Main: None. J. Quicke: None. M. Porcheret: None. J. Protheroe: None. E. Cottrell: None.

Can't buy me acceptance? Financial benefits for wind energy projects in Germany

Local opposition to wind energy projects in Europe and North America is growing. This often causes project delays or even failure. Financial benefits may be one way to counteract a lack of community support. This analysis seeks to explain how discounted electricity, payments to the municipality, and payments for social purposes shift the acceptance of communities about a local wind energy project. A choice-based conjoint analysis among 811 German citizens showed that financial benefits increase citizens’ acceptance of a hypothetical wind energy project in the close vicinity of their homes. Proponents and the large group of citizens with rather weak preferences for local wind energy projects appreciate all tested benefits. In contrast, benefits cannot win over the small group of opponents. The study provides evidence that benefits do not ensure the perception of fair distributive justice, even for citizens with weak preferences. The findings inform current policies that introduce benefit schemes for wind energy projects to foster community acceptance and win over majority support for projects.

Eliciting Patient Preferences for Hepatocellular Carcinoma Screening: A Choice-Based Conjoint Analysis.

Abbreviated MRI (AMRI), proposed as an alternative imaging modality for hepatocellular carcinoma screening, provides higher sensitivity than ultrasound. It is, however, unknown how patients weigh the higher sensitivity of AMRI against its higher cost and potentially less desirable testing experience. To assess patient preferences for hepatocellular carcinoma screening test attributes including sensitivity, false-positive rate, test-related anxiety, cost, and need for intravenous catheterization and contrast use, measured by choice-based conjoint analysis. This was an ancillary study to two prospective dual-center studies designed to compare the hepatocellular carcinoma detection rates by ultrasound versus AMRI. Of the 135 eligible participants, 106 (median age 63, range 25-85; 56% male) completed the choice-based conjoint analysis survey and were included in this substudy. Participants' preference for individual screening test attributes was assessed using a 12-item, web-based choice-based conjoint analysis survey administered in person at the screening visit. Conjoint analyses software and hierarchical Bayes random-effects logit model were used to calculate the relative importance of each attribute. The most important attribute driving patient preferences was higher test sensitivity (importance score 39.8%), followed by lower cost (importance score 22.8%) and lower false-positive rate (importance score 19.4%). The overall estimated participants' preference for ultrasound and AMRI were similar when assuming the same specificity for both modalities. Higher screening test sensitivity and lower cost were the leading patient preference drivers. This study has important implications for understanding patient preferences for specific screening test characteristics as potential determinants of adherence.

Preferences for Long-Acting and Alternative Modalities for PrEP among Military Men Who Have Sex with Men: Segmentation Results of an Adaptive Choice-Based Conjoint Analysis Study

The use of pre-exposure prophylaxis (PrEP) for HIV prevention within the U.S. military is low. Implementing preference-based alternative modalities of PrEP delivery, however, can be an innovative strategy to address the specific barriers to PrEP uptake among military MSM. We sought to identify population-based, segment-specific preferences for longer-acting and alternative PrEP delivery modalities to guide patient-centered strategies to optimize uptake within military-serving healthcare systems. HIV-negative military men who have sex with men (MSM) completed an anonymous, adaptive choice-based conjoint (ACBC) analysis survey consisting of five key attributes of interest (dosing method, provider type, visit location, lab work evaluation location, and dispensing venue). Relative importance and part-worth utility scores were generated using Hierarchical Bayes (HB) estimation, and cluster ensemble analysis grouped participants into “phenotype” segments by preference similarity. The randomized first-choice model was then used to examine changes in program interest rates among segments through market simulation. The 429 participants were segmented into five preference groups. The dosing method attribute was found to be the most important to nearly all segments. Simulations revealed that PrEP program interest among two segments with low interest levels increased when smartphone, civilian-based, and long-acting injectable PrEP options were involved. Findings also suggested a need for clinics to be responsive and sensitive to sexual practices, risk perception, and functional PrEP knowledge. Responsiveness to segment-specific preferences in the design of military PrEP programs and acting on the importance of clinical relationships within the context of PrEP engagement within a military setting may contribute to increasing PrEP uptake.

Co-creation in youth sport development: examining (mis)alignment between coaches and parents

ABSTRACT The authors explore the challenges and opportunities for a youth sport system in an entrepreneurial marketplace by identifying areas of (mis)alignment between parents and coaches, a key partnership in youth sport development. The context of tennis was used to recruit a sample of 130 parents and 113 coaches based in the United States. Choice-based conjoint analysis was used to compare the relative importance parents and coaches place on key youth sport program attributes and their preference for specific attribute levels. Information sources were also examined. Significant differences were found between parents’ and coaches’ preferences for specific program implementations, and the importance they placed on each attribute. Univariate analyses revealed significant differences for parents’ and coaches’ preferences for levels within each attribute, although the order of preference for each level was the same. Parents and coaches also differed in the importance placed on information sources. Overall findings indicate misalignment, which may affect parent/coach collaboration and ultimately inhibit effective athlete development. However, the findings do suggest the potential for collaboration, as parents and coaches value shared responsibility. Recommendations for facilitating collaboration for more effective athlete development include reducing consumer confusion via shared language and interpretation, and stimulating co-creation via structural change.

Does Sustainability Matter to Fashion Consumers? Clustering Fashion Consumers and Their Purchasing Behavior in Spain

Using choice-based conjoint analysis, this research explores consumer behavior for sustainable fashion in Spain. We confronted consumers through an online survey with a real marketplace situation in which they had to make trade-offs between different attributes and where the importance of the price factor was explicitly considered. Specifically, the information available for consumers on clothing hangtags – price, country of origin, material composition, and (with/without) fair-trade label – was used to study consumer preferences for sustainable fashion products. Furthermore, we examined how consumers ponder the five dimensions of sustainable fashion – functionality, authenticity, exclusivity, localism and equity. Based on a sample of 1,063 respondents, the results indicate that price is still the critical purchasing driver for the average consumer. 31.9% of the sample always chose the lowest price-tag independently of the other attributes. Combining the conjoint results, the attitude towards the five dimensions of slow fashion, and demographics, we identified four clusters of consumers: Sustainability Rejecters, Sustainability Neutrals, Sustainability Believers, and Sustainability Enthusiasts. Ninety-two consumers, 8.65% of the sample, appear to buy sustainable fashion regularly. This endorses and significantly adds to the literature on sustainable fashion consumer behavior in a flourishing market and to the attitude-behavior gap research.

Consumer understanding and evaluation of carbon-neutral electric vehicle charging services

Electricity from renewable and/or nuclear sources (“carbon–neutral electricity”) can be used for charging plug-in electric vehicles in order to significantly reduce their lifecycle carbon emissions. However, little is known about how carbon–neutral charging services (CNCS) for electric vehicles must be designed to attract consumers’ interest. Therefore, we conducted a survey including an Adaptive Choice-based Conjoint Analysis to investigate private consumers’ awareness and preferences for different service attributes of CNCS, specifically the energy source, regionality of generation, additionality, balancing period, charging flexibility, and price. The online survey in Germany of 510 private consumers who were interested in electric vehicles shows that awareness is highest for the energy source and regionality. Behind price, these are also the second and third most important attributes when choosing a CNCS. Even though, on average, there seems to be a link between the awareness for an attribute, its importance and consumers’ willingness to pay, this link proves to be non-significant for individual respondents. In conclusion, providers of CNCS could prominently advertise the attributes consumers are most aware of (i.e., the energy source and regionality of generation). Explaining the less-known, and therefore deemed unimportant, attributes (i.e., additionality, balancing period, and charging flexibility) to consumers could be difficult and costly for providers. From a system perspective, however, more convincing explanation efforts could lead to an increased use of renewables and enhanced system reliability. This raises the challenge for policymakers to create a framework which is both advantageous for the energy system and attractive to consumers. Government-set standards for charging tariffs may be a viable option.

Willingness to Pay for Advanced Safety Features in Vehicles: An Adaptive Choice-Based Conjoint Analysis Approach

Advanced safety features in vehicles are emerging features that car manufacturers design and produce to improve the safety of driving a vehicle. In recent years, car manufacturers increasingly have provided different safety features as options to their customers. Understanding consumers’ interests and priorities relating to these features in vehicles has motivated researchers to conduct market analysis studies. This study aims to analyze the willingness to pay (WTP) for the advanced safety features in vehicles by adults resident in the U.S.A. Implementing adaptive choice-based conjoint analysis (ACBC), which is a special market analysis technique, and using comprehensible and realistic attributes in the survey are the main innovations of this study. The results of this study show that surround monitoring and collision avoidance systems are the most important attributes for respondents in their next vehicle. After that, the vehicle’s connectivity system was the third most important factor. Respondents distinctly preferred a vehicle with fully automated crash avoidance features. Moreover, the vehicle with safety features having the highest utilities may capture almost 61% of the market.

Patient and physician preferences for non-invasive diagnostic cardiovascular imaging technologies: a discrete choice experiment

PurposeDiagnostic imaging techniques have to be selected for their accuracy, efficiency, cost-efficiency, and impact on outcome. But beyond that, the choice of non-invasive cardiovascular imaging tests for diagnosing coronary artery disease also has to respect patient safety and comfort. In this study, we investigated patient and physician preference in relation to the choice of cardiovascular imaging tests.ResultsA total of 211 subjects (148 cardiac patients and 63 physicians) were enrolled and completed a discrete choice experiment. Tests and modalities were deconstructed into 6 attributes (risks and side effects, diagnostic accuracy, patient out-of-pocket cost, type of procedure, type of scanner and test duration). A Sawtooth software choice-based conjoint analysis with hierarchical Bayes estimation was performed and showed the risks and side effects attribute was assigned the most relative importance (30%) when considering patients’ preference. Patients gave notably high value to tests with milder side effects, while preferring to avoid exposure to ionizing radiation and risks associated the use of pharmacological agents inducing direct coronary arteriolar vasodilation. Physicians allocated more importance to the patient out-of-pocket cost attribute (29%). Both patients and physicians valued tests’ risks and side effects, diagnostic accuracy, patient out-of-pocket cost as the three most important attributes, but in diverging order. A market simulation comparing current cardiovascular imaging tests revealed breathing maneuver-enhanced cardiac magnetic resonance had the highest shares of preference in both patients (59.6%) and physicians (32.7%).ConclusionA patients’ preference for a particular cardiovascular imaging test was most determined by the risks and side effects, while physicians prioritized less costly tests for their patients. In shared decision-making with patients, physicians should therefore focus on a balanced discussion of risks and side effects associated with cardiovascular imaging tests. Both, patients and physicians would prefer a cardiovascular MR imaging test using a vasoactive breathing maneuver instead of currently used alternatives that require intravenous contrast agents, pharmacological stress, or radiation.

Factors affecting consumer choice of novel non-thermally processed fruit and vegetables products: Evidence from a 4-country study in Europe

A wide variety of novel non-thermal processing technologies (NTPTs) are under development to meet the increasing consumer demand for high-quality fruit and vegetable (F&V) products. Understanding consumers’ needs and possible barriers to acceptance of these technologies is however essential to assess the commercial feasibility of mildly processed F&Vs. Situated within this context, and extending previous work on the topic, in this paper we present results from a large-scale choice-based conjoint analysis consumer survey to investigate consumers’ choice behavior towards NTPT-processed F&V products in four European countries – Denmark, Italy, Serbia, and Spain, using three model products – orange juice, iceberg salad, and cherry tomatoes respectively processed via three NTPT – mild processing, novel washing, and active packaging, compared to three conventional processing techniques – pasteurization, conventional washing, and conventional packaging, respectively. Images of the three product categories were developed to systematically vary in three key attributes: stated benefits (health and nutrition, natural taste, shelf-life), information on processing (conventional, NTPT), and price point (reference, premium price). The results showed that, out of the three attributes considered, “stated benefit” was the most important driver of consumer choice – in all countries and across product categories. Benefits relevant to health and nutrition, and to natural taste were more positively received, compared to extension of shelf-life. Information on processing and price levels had a similar influence on consumer choice of iceberg salad and cherry tomatoes, whilst for orange juice processing had a larger effect than price, suggesting that information on processing may be more impactful for F&V-derived products than for fresh produce. Individual differences among consumers according to country, age, gender, and dietary status, appeared small and transient. The most consequential individual characteristic was consumers’ level of food technology neophobia (FTN), with results showing that high FTN consumers (17% of the sample) were less likely to choose F&V treated with NTPT, compared to consumers with medium or low FTN. Overall, this research suggests that products treated with NTPT may have a broad appeal across European consumers, and that targeted communication explicitly and efficiently focusing on health and taste benefits has the greatest chance to meet consumer preferences.

The Enduring Role of Sector: Citizen Preferences in Mixed Markets

Abstract What role does sector play in citizens’ perceptions of products or services in mixed-market settings where governments compete with for-profit and nonprofit vendors or when governments partner or contract with private-sector providers? Do the public and nonprofit sectors have an advantage over for-profit providers? Using choice-based conjoint analysis with a nationally representative paid consumer panel, we examine the relevance of sector to consumers and compare it other signals of quality; namely, price, third-party certifications, and consumer ratings. Of these, subjects are most sensitive to information from consumer ratings. Regarding sector, we find that subjects generally prefer nonprofit to government providers and government to for-profit providers. Sector is most relevant to consumers in low-information environments when the quality of a product or service is otherwise unclear. We extend theory by proposing four possible mechanisms for the differential value of sector to consumers (process quality, product quality, expertise quality, and moral quality).