Choice-based Conjoint Analysis Research Articles

Designing Effective Volunteering Appeals: Results of Choice-Based Conjoint and Latent Class Segmentation Analyses

Volunteers represent an important resource for nonprofit organizations. The competition for volunteers is rising, increasing the pressure to optimize volunteer recruiting. One way to recruit volunteers is the use of volunteering appeals. To help optimize such volunteering appeals, we conducted two conjoint studies to identify the importance of design attributes of volunteering appeals as well as the utilities of the different attribute levels for potential volunteers by using choice-based conjoint analysis. The conjoint analyses are based on two student samples. We provide a segmentation of volunteers, allowing nonprofit organizations to design volunteering appeals according to specific target groups.

Bundling Digital Journalism: Exploring the Potential of Subscription-Based Product Bundles

This study explores the potential of cross-publisher bundled offers as a strategy for increasing subscription sales in digital journalism. While innovative forms of bundling are an integral part of media distribution in music (e.g., Spotify) and film (e.g., Netflix), their adoption in digital journalism has been limited, despite research showing that bundled access to products can increase consumers’ willingness to pay, especially in younger target groups. Against this background, we conduct a choice-based conjoint analysis using data from a representative survey of the German online population (<em>n</em> = 1,542). Results show that bundling digital journalism has the potential to raise publisher revenues and subscription sales in digital markets. In particular, they highlight that a comprehensive, cross-publisher bundled offer, available at a fixed monthly rate, has the potential to stimulate digital journalism sales among different consumer groups in a relatively balanced way, including those who are typically more reluctant towards journalism. These findings align with the principles of information goods economics, which posit that maximising the size of digital content bundles often tends to be the most profitable distribution strategy. However, it is crucial to examine these findings in the context of the potential negative effects associated with this emerging business model in digital journalism, such as the cannibalisation of print subscriptions, diminished brand identification, and a possible imbalanced distribution of revenues.

Sustainable transportation in developing countries: uncovering factors influencing electric vehicle purchase intention in India

ABSTRACT This study examines the factors that impact the purchase intention of electric vehicles (EVs) in emerging economies like India. By employing the Push, Pull, and Mooring (PPM) theory, this study contributes to the existing literature by shedding light on the factors influencing purchase intention of EVs. In the first stage of the study, twitter text mining was conducted to extract the main topics discussed about EVs. The second stage involved a focus group discussion to condense the identified topics into key factors influencing the purchase intention of EVs. Finally, choice-based conjoint analysis was employed in the third phase to comprehend the utility and prioritize the identified factors. Additionally, topic modelling can be valuable for marketing managers, product managers, and branding specialists in developing a brand image and positioning for EVs. Furthermore, the findings of this study can assist policymakers in creating regulatory frameworks to support the development of EV infrastructure.

Acceptance of Medical Artificial Intelligence in Skin Cancer Screening: Choice-Based Conjoint Survey.

There is great interest in using artificial intelligence (AI) to screen for skin cancer. This is fueled by a rising incidence of skin cancer and an increasing scarcity of trained dermatologists. AI systems capable of identifying melanoma could save lives, enable immediate access to screenings, and reduce unnecessary care and health care costs. While such AI-based systems are useful from a public health perspective, past research has shown that individual patients are very hesitant about being examined by an AI system. The aim of this study was two-fold: (1) to determine the relative importance of the provider (in-person physician, physician via teledermatology, AI, personalized AI), costs of screening (free, 10€, 25€, 40€; 1€=US $1.09), and waiting time (immediate, 1 day, 1 week, 4 weeks) as attributes contributing to patients' choices of a particular mode of skin cancer screening; and (2) to investigate whether sociodemographic characteristics, especially age, were systematically related to participants' individual choices. A choice-based conjoint analysis was used to examine the acceptance of medical AI for a skin cancer screening from the patient's perspective. Participants responded to 12 choice sets, each containing three screening variants, where each variant was described through the attributes of provider, costs, and waiting time. Furthermore, the impacts of sociodemographic characteristics (age, gender, income, job status, and educational background) on the choices were assessed. Among the 383 clicks on the survey link, a total of 126 (32.9%) respondents completed the online survey. The conjoint analysis showed that the three attributes had more or less equal importance in contributing to the participants' choices, with provider being the most important attribute. Inspecting the individual part-worths of conjoint attributes showed that treatment by a physician was the most preferred modality, followed by electronic consultation with a physician and personalized AI; the lowest scores were found for the three AI levels. Concerning the relationship between sociodemographic characteristics and relative importance, only age showed a significant positive association to the importance of the attribute provider (r=0.21, P=.02), in which younger participants put less importance on the provider than older participants. All other correlations were not significant. This study adds to the growing body of research using choice-based experiments to investigate the acceptance of AI in health contexts. Future studies are needed to explore the reasons why AI is accepted or rejected and whether sociodemographic characteristics are associated with this decision.

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).

Service contract type and consumer choice behavior: the contributory roles of perceived value, brand reputation and consumer incentives

PurposeTo minimize customer churn, many service providers offer consumers the option of automatic contract renewal at the end of a contract period. Such agreements are known as rollover service contracts (RSCs). This research quantifies the effect of RSCs and other related factors, such as incentives, on consumers' service choice decisions.Design/methodology/approachThe study adopts choice-based conjoint analysis to assess the effect of RSCs on consumers' choices and to determine whether effect size varies when selecting a cell phone network or gym/leisure club provider, which represent lower-priced utilitarian and higher-priced hedonic services.FindingsIt was found that RSCs produce negative perceptions and intended behaviors for the majority of consumers across different product types. Nevertheless, as explained by social exchange theory, many individuals may be persuaded to enter into a RSC on the basis of reciprocity if they are offered an incentive such as a price discount or free product add-on.Originality/valueIn the marketing domain, this is the first comprehensive study to quantify the role of contract type among a range of other factors in consumers' decision-making when selecting a service. The authors' results offer context-specific implications for service marketers. First, RSCs are perceived more negatively in high-priced hedonistic categories, especially among those with lower incomes. Second, price discounts are more effective than product add-ons for motivating hedonic purchases, while product add-ons work better with utilitarian services.

Effects of environmental sustainability practice in the economy hotel to Gen Zer’s purchase decision: Behavior economy approach using choice based conjoint analysis

Generation Z consumers value sustainability and affordable accommodation. To target this demographic and gain a competitive edge, hotels should adopt socially responsible practices. Implementing a well-crafted CSR plan lays the foundation for sustainable development, that can lead to enhancing long-term financial performance of hotel companies. Few studies have explored environmentally friendly or green economy hotels. This study investigates consumer willingness to pay for green economy hotels, using a DCE and conjoint analysis to uncover generational differences. Findings reveal that Generation Z consumers exhibit a higher willingness to pay for environmentally sustainable economy hotels. The results indicate that due to an increased maximum willingness to pay for green features and green brand perception, economy hotels could charge up to $36 USD more for green economy hotel rooms. This research provides valuable insights for identifying consumer’s willingness to pay with and consumer segmentation among Generation Z and non-Generation Z consumers.

From Occasional to Active Crowdshippers: The Significance of Couriers’ Characteristics

German retail customers increasingly demand immediate, flexible, and sustainable deliveries in the urban area. Simultaneously, Germany is characterized by high urbanization, well-developed infrastructure, and a distinct online retail market. Consequently, crowdsourced delivery (CSD) by outsourcing the last-mile delivery to private couriers provides a promising and increasingly acknowledged delivery concept for German cities. Although existing literature has identified attributes that determine crowdshippers’ willingness to take on CSD, research studies lack the attributes’ relevance in combined consideration and their dependence on crowdshippers’ characteristics. A choice-based conjoint analysis with 193 German potential CSD crowdshippers was performed to examine the present research gap. The results reveal delivery time and remuneration as determinant attributes, whereas the degree of familiarity with the recipient and the parcel weight proved less important. In this way, this study is the first to demonstrate the diverging relevance of CSD attributes in the assignment of deliveries. Furthermore, this study proves that the attributes’ relevance is influenced by the crowdshippers’ surface-level and deep-level characteristics. By conducting a sensitivity analysis, this study is the first to determine how the increase in additional travel time affects the willingness to conduct a CSD. Moreover, the influence of the crowdshippers’ familiarity with the recipient on the overall results is low, indicating an application of the concept also used outside of family networks. For CSD platform operators, the results outline how to individualize CSD orders for active crowdshippers to increase their engagement. Policy makers will be informed about how CSD is an opportunity to make transport in the city more sustainable.

Assessing the potential of a niche market for wool products in South Africa

<abstract> <p>Ethical consumerism has been on the rise since the early 1900s; thus, increasing discerning consumers. Consumers place greater importance on intangible attributes such as the origin and societal and environmental impacts of the products. Studies focus on agricultural niche marketing in the South African and sub-Saharan context, but none focus on niche markets within the South African sheep wool industry. In this study, we investigated the niche market for local, handmade and socially responsible wool products in South Africa. Our methodology included interviews, a choice-based conjoint analysis and a multinomial logit model. The results revealed that South African high-income consumers preferred locally produced wool products over imported wool products. This was followed by consumers' preferring handmade over machine-made products as well as socially responsible wool products over those that provided no information on social responsibility. The existence of a niche market in South Africa was demonstrated when consumers preferred ethical wool products. We defined consumers' demographic and psychographic factors for a niche market. The findings can assist the South African wool industry and small-scale woolgrowers to identify niche markets for wool products by considering intangible attributes.</p> </abstract>

Important factors affecting transportation for shippers and potential demand for the Northeast Passage: A conjoint analysis of Japan

This study utilized choice-based conjoint analysis, along with conditional logit to identify the following three research questions: RQ1: Which factor of the route is important for sippers in marine transport? RQ2: What is the potential demand for the NEP? How does the shipping cost alter the demand? RQ3: Which industry exhibits a high potential demand for the NEP? According to the results, Shipping Time, Percent Delay, Container Temperature, and Shipping Cost impact route selection by shippers. The following order was determined in terms of importance: Cost > Delay > Time > Temperature. The following values were found for the marginal willingness to pay: USD 31.7/FEU for one-day reduction, USD 35.2/FEU for 1% reduction in the delay rate of 1–3 days, and USD 456.0/FEU for a decrease in temperature inside the container from 15 to 45 °C to 5–20 °C. Furthermore, the potential probability of the selection of NEP is 39.4% if the cost is equal. When the cost increases from USD 2585/FEU to USD 2100–2150/FEU, the share becomes equal to the SCR. The Agriculture and Fisheries industry exhibited the highest potential demand, while the Chemical industry exhibited the least demand. These results led to three policy implications. It should be noted, however, that the accuracy of the analysis remains debatable because it is not random sampling.

선택 기반 컨조인트 분석을 통한 감귤 선호도 조사

Conjoint analysis is a method that predicts the consumer choice by estimating the utility of product's attributes. This study aims to investigate how citrus products can be optimized based on consumer preferences through a choice-based conjoint analysis method. Citrus is one of Jeju's main fruit and play an important part in the Jeju agricultural market. This study seeks to identify the atrribute of citrus that influence consumer choice. In this study, we conduct a choice-based conjoint analysis on four attributes of citrus, including weight, size, price, and packaging. The analysis model is the part-worth function model and the vector model. The part-worth function model estimated the utility of attribute level and the relative importance of the attributes. The vector model estimated the willingness-to-pay price, and then estimated latent class analysis. As a result, weight, size, and price had a great influence on consumer choice among the four attributes, while packaging had a relatively small influence. This study provides valuable insight to explores the optimal combination of citrus attributes preferred by consumers. The optimal combination increase the competitiveness of citrus in the market. And it provide guide to build effective product development strategies and market segmentation strategies for Jeju farmers and agricultural entrepreneurs.

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.

How to design a value-based Chatbot for the manufacturing industry: An empirical study of an internal assistance for employees

With regard to AI as a key technology, this scientific paper deals with the identification of user drivers on the purchase decision of a cooperative AI (as explainable AI—XAI), as well as the analysis of the willingness to pay in the context of value-based pricing. Besides the economic dimension with regard to usefulness and usability of the system, the focus is mainly on the (innovative) explainable character. The analysis is carried out by a choice-based conjoint analysis (CBC) using the example of an intelligent assistance system for employees that supports internal business processes and workflows in business organizations. For this purpose, fictitious purchase offers were created under which decision-makers in manufacturing business organizations in Germany made simulated purchase decisions. The analysis shows that the target group attach great utility value to transparency in the sense of explanatory content, in addition to a high degree of interactivity and a high level of reliability.

Exploring which factors impact restaurant willingness-to-pay by menu course

ABSTRACT While hospitality researchers have examined what impacts willingness-to-pay in restaurants, they have yet to determine if willingness-to-pay varies by menu course. The impact of sustainability messages and historical information on willingness-to-pay has also not been explored. This study used choice-based conjoint analysis to examine the effects of food quality, service quality, ambiance, sustainability information, historical information, and price on willingness-to-pay for three different courses in a restaurant: appetizer, entrée, and dessert. The choice of menu items and prices was based on an examination of casual dining restaurants in the U.S. The results indicate that while food quality, ambiance, and service quality were significant for all three courses, there were some interesting differences by course. While food quality was consistently the highest-rated antecedent, demographic information significantly changed the value of other antecedents for appetizers. For desserts, the uncommon menu item was the most chosen item. The sustainability and historical information messages were not significant, indicating that consumers may be experiencing information overload.

Influence of Pomegranate Appearance Attributes on Consumer Choice, and Identification of Barriers and Drivers for Consumption.

In a prepurchase situation, consumers base their choice decision on external fruit characteristics, from which they infer internal characteristics. This study investigates consumer preference for pomegranate appearance using a choice-based conjoint analysis with 320 participants. We created 27 images of pomegranates that differed in varietal characteristics: colour (yellow, bicoloured, and red), shape (round, oval, and flattened), and calyx shape (open, semi-open, and closed). Colour was by far the most important factor for consumers, followed by fruit shape and calyx shape. Two preference profiles were identified. Most consumers liked bicolour and red pomegranates equally, and rejected yellow ones, while a smaller group concentrated their choice on bicolour pomegranates. In terms of fruit and calyx shape, oval and flattened fruit and open calyx were the most preferred by both consumer groups. Barriers and drivers for consumption were also investigated. There is still plenty of room to increase pomegranate consumption. Greater availability of pomegranates and ready-to-eat arils in grocery shops, obtaining new unseeded/easier-to-peel varieties, and providing a sensory label would help to overcome current barriers. Marketing campaigns should focus on a pomegranate's health benefits and its versatility in consumption.

Caffeine warning labels may increase young adults' intention to purchase energy drinks

Increasing consumption of energy drinks has raised public health concerns worldwide. The present study intended to contribute to the literature on policies to discourage consumption of these beverages by exploring the effect of front-of-package caffeine warning labels on the purchase intention of young Uruguayan adults. A mixed-methods approach was used to address the research objectives in an online survey with 225 participants aged between 18- and 30-years old. The quantitative component of the survey intended to evaluate the effect of caffeine warnings on purchase intention using choice-based conjoint analysis, whereas the qualitative component explored participants' perceived efficacy of the warnings using an open-ended question. The conjoint task involved a series of choice sets composed of two cans differing in three 2-level variables: octagonal caffeine warning featuring the expression 'Contains caffeine', octagonal sugar warning, and brand. Results from the conjoint analysis showed that caffeine warnings increased choice likelihood, as did the brand conveying energy-related associations. On the contrary, sugar warnings reduced choice likelihood. Responses to the open-ended question provided insights on the lack of efficacy of caffeine warnings and stressed the importance of raising awareness of the potential negative health consequences of energy drink consumption. Taken together results from the present work suggest the importance of designing effective front-of-package warning labels to discourage consumption of energy drinks among young adults.

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.

The service attributes of robo-advisors: a choice-based conjoint analysis

PurposeAs an alternative to hiring financial specialists or investment consultants, robo-advisors offer financially automated investment services. This study aims to investigate how robo-advisors' service attributes, risk attitude and financial self-efficacy influence customers' choice preferences of adopting robo-advisors.Design/methodology/approachTwo hundred fifty-one online surveys were used to collect data, and choice-based conjoint analysis was conducted.FindingsResults show that increasing annual fees negatively impact customers' choice preferences. Promotion, general investment education and additional human assistance have a positive impact. Furthermore, risk-seeking and risk-averse customers require more human assistance than risk-neutral customer and customers with high levels of financial self-efficacy prefer more general investment education and additional human assistance than those with lower levels. In addition, customers in the older age group prefer promotion, general investment education and additional human assistance, while wealthy customers prefer lower annual fees, higher general investment education and more additional human assistance compared to middle-class and low-income groups.Originality/valueThis study contributes to robo-advisor providers to provide appropriate service attributes for each customer group.

Beyond plastic – Consumers prefer food packaging derived from genetically modified plants

The technology of genetically modified organisms (GMO) and especially genetically modified plants (GMP) applied in agriculture is a key element in a bioeconomy-based sustainability transition. However, consumers in many European countries allegedly disapprove of ‘green biotechnology’. Drawing on innovation adoption and risk perception literature, we explore the acceptance of GMP-based food packaging. Fossil-fuel-based production and plastic waste have become a major concern in many societies, and GMP-based technologies might offer solutions. Taking fully degradable material based on GMP as an example to replace conventional plastic in many applications, we present new insights into the GMP debate using a choice-based conjoint analysis in four European countries. Our results show that GMP-based packaging material is preferred to conventional plastic packaging in all countries. We present implications for research policies.

Patient Perceptions of Rheumatoid Arthritis Blood Work: A Cross-Sectional Survey in the ArthritisPower Registry.

To examine how patients with rheumatoid arthritis (RA) perceive RA-related laboratory testing and the potential utility of a blood test to predict treatment response to a new RA medication. ArthritisPower members with RA were invited to participate in a cross-sectional survey on reasons for laboratory testing plus a choice-based conjoint analysis exercise to determine how patients value different attributes of a biomarker-based test to predict treatment response. Most patients perceived that their doctors ordered laboratory tests to check for active inflammation (85.9%) or assess medication side effects (81.2%). The most commonly ordered blood tests used to monitor RA were complete blood counts, liver function tests, and those measuring C-reactive protein (CRP) and erythrocyte sedimentation rate. Patients felt CRP was most helpful in understanding their disease activity. Most worried their current RA medication would eventually stop working (91.4%) and they would waste time trying a new RA medication that may not work for them (81.7%). For patients who would require a future change in RA treatment, a majority (89.2%) reported that they would be very/extremely interested in a blood test that could help predict whether such new medication would be effective. Highly accurate test results (improving the chance RA medication will work from 50% to 85-95%) were more important to patients than low out-of-pocket cost (<$20) or minimal wait time (<7 days). Patients consider RA-related blood work important for monitoring of inflammation and medication side effects. They worry about treatment effectiveness and would undergo testing to accurately predict treatment response.