Conjoint Analysis Research Articles

Circular business cannibalization: A hierarchical Bayes conjoint analysis on reuse, refurbishment, and subscription of home appliances

Despite the growing expectations of the transition to a circular economy, consumer preferences and the potential for circular products in a market in which multiple circular business models coexist are not well understood. Accordingly, here, in a case study of refrigerators in Japan, we applied a hierarchical Bayesian choice-based conjoint analysis to compare: i) purchasing brand-new, ii) purchasing reused, iii) purchasing refurbished, and iv) using a subscription to acquire products without a transfer of ownership. The estimated part-worth utilities show that older circular products are more accepted by consumers under the subscription or refurbished models than under the traditional reuse model. Four distinct consumer segments—subscription-prone (12%), price-sensitive (13%), balanced decision-makers (25%), and brand-new stubborn (51%)—were identified using ensemble clustering based on individual-level part-worth utilities. Market simulations under eight scenarios revealed significant cannibalization among multiple business models, such as reduced sales of reused products due to the introduction of a subscription system. Consequently, the potential market share of circular products was shown to be at most 35% when there are coexisting circular business models, which is less than the sum of the shares and assuming separate business models. The potential market share across consumer segments is quite diverse (e.g., as much as 50–90% for the ‘subscription-prone’ and ‘price-sensitive’ segments, whereas ‘brand-new stubborn’ consumers never choose circular products). However, if consumers screen out alternatives that are not in their awareness set (known alternatives) or consideration set (alternatives evaluated in the last phase of decision-making), the potential market share could be as low as 11%, implying that approaching the early phase of screening in the consumer decision-making process is crucial. The proposed approach can be used to improve the design of business models and policies for a circular economy that considers cannibalization among multiple circular models, consumer heterogeneity, and bounded rational decision-making.

Preferences for the shared use of electric-powered vehicles in mobility packages: an empirical analysis of MaaS in a university context

Previous research on preferences of potential Mobility-as-a-Service (MaaS) users often included public transport (PT) in bundled mobility options. Due to the often reported enormous importance of PT availability, including PT in the bundles may have led to distortions in the identification of other vehicle preferences in MaaS offerings. Our analysis counteracts this distortion and investigates how other means of transport are evaluated in mobility packages when PT is not part of the bundle. We included electric-powered mobility alternatives, which have rarely been considered in previous research, to find out which alternatives to PT users would prefer that might increase their approval of MaaS. Furthermore, the results of the existing literature are inconsistent in emphasizing whether sustainability and environmental protection are actually relevant in the valuation of different mobility options. Our analysis thus aims at identifying which electric vehicles are preferred in a mobility package, when PT is not included. We further investigate whether sustainability components of a mobility package influence the preference, structure of individuals. We based the empirical evaluation on a rank-ordered conjoint analysis, in which mobility packages were evaluated according to individual user preferences, including emissions savings. We therefore conducted a study to identify vehicle preferences other than PT and the valuation of sustainability aspects in mobility patterns. We surveyed 995 students to identify preferences and willingness to pay (WTP) for MaaS among this specific user group. Results of the empirical analysis show that preferences for an e-car and an e-scooter exist. Furthermore, we found that sustainability plays a role in the evaluation of mobility packages. Accordingly, we found, that a potential reduction in emissions leads to a higher approval of MaaS. Thus, the study extends the theoretical and empirical understanding of preference-ordering of MaaS packages and clarifies the importance of sustainability in transport choices.

Consumer preferences for worker and supply chain risk mitigation in the beef supply chain in response to COVID‐19 pandemic

AbstractThe COVID‐19 pandemic strained the beef supply chain through plant closures and labor shortages. The pandemic highlighted worker safety inadequacies as well as system vulnerabilities to supply chain disruptions. One result has been political and media scrutinization of beef processing concentration as a culprit for these disruptions. Breaking plants up into smaller, more geographically dispersed processing could help mitigate risk from large plant closures but would likely result in higher retail prices because of lost scale economies. Additionally, improving worker safety likely means slower processing even in larger plants, again likely raising retail prices. We use a choice‐based conjoint analysis to examine to whether and to what extent consumers would be willing to pay higher prices to support smaller plant sizes and improved worker safety, among other beef characteristics. Findings of the study suggest that consumers do not care, at least directly, about plant size but are willing to pay to reduce food miles for processed beef (indirectly implying more geographic dispersion). Consumers are also WTP to improve worker safety. Results also show positive willingness to pay for characteristics such as “grass‐fed” which is consistent with other studies. [EconLit Citations: Q13, Q18, C25, C83].

Using consumer preference data in forecasting demand in apparel retailing

PurposeThis study was carried out to analyze the importance of consumer preference data in forecasting demand in apparel retailing.MethodologyTo collect preference data, 729 hypothetical stock keeping units (SKU) were derived using a full factorial design, from a combination of six attributes and three levels each. From the hypothetical SKU's, 63 practical SKU's were selected for further analysis. Two hundred two responses were collected from a store intercept survey. Respondents' utility scores for all 63 SKUs were calculated using conjoint analysis. In estimating aggregate demand, to allow for consumer substitution and to make the SKU available when a consumer wishes to buy more than one item in the same SKU, top three highly preferred SKU's utility scores of each individual were selected and classified using a decision tree and was aggregated. A choice rule was modeled to include substitution; by applying this choice rule, aggregate demand was estimated.FindingsThe respondents' utility scores were calculated. The value of Kendall's tau is 0.88, the value of Pearson's R is 0.98 and internal predictive validity using Kendall's tau is 1.00, and this shows the high quality of data obtained. The proposed model was used to estimate the demand for 63 SKUs. The demand was estimated at 6.04 per cent for the SKU cotton, regular style, half sleeve, medium priced, private label. The proposed model for estimating demand using consumer preference data gave better estimates close to actual sales than expert opinion data. The Spearman's rank correlation between actual sales and consumer preference data is 0.338 and is significant at 5 per cent level. The Spearman's rank correlation between actual sales and expert opinion is −0.059, and there is no significant relation between expert opinion data and actual sales. Thus, consumer preference model proves to be better in estimating demand than expert opinion data.Research implicationsThere has been a considerable amount of work done in choice-based models. There is a lot of scope in working in deterministic models.Practical implicationThe proposed consumer preference-based demand estimation model can be beneficial to the apparel retailers in increasing their profit by reducing stock-out and overstocking situations. Though conjoint analysis is used in demand estimation in other industries, it is not used in apparel for demand estimations and can be greater use in its simplest form.Originality/valueThis research is the first one to model consumer preferences-based data to estimate demand in apparel. This research was practically tested in an apparel retail store. It is original.

Integrated Marketing Communication Evaluation Based on CIPP Model of Webinars At PT. XYZ

This research is based on the application of an integrated marketing communication through one of the alternative media as a form of marketing, namely webinars. In this pandemic era, where it is required to maintain a distance, and at the same time the marketing process must continue, the use of technology must be maximized. The purpose of this research is to help PT. XYZ in solving problems at hand and assisting in the application of marketing communications through alternative media, namely webinars through analysis of the CIPP model and applying a priority scale in a webinar. The evaluation method used in this final project is conjoint analysis. From the results obtained, it was found that the most important factors in holding a webinar were social factors and emotional satisfaction in the evaluation of the ongoing process. From the results of the analysis obtained, further evaluation is carried out based on company data. After that, a performance improvement design is carried out which is stated in a performance indicator to improve other factors. So that these indicators can be used to increase brand awareness and lead generation for company.

Environmentalism in photovoltaics substitution, nationalism in photovoltaics rivalry and youth’s choice of solar power banks in Lanzhou

PurposeThis study aims to investigate how environmentalism in photovoltaic (PV) substitution and nationalism in PV rivalry with the USA are associated with the trade-offs made by young consumers in Lanzhou when selecting Chinese brand portable solar power banks.Design/methodology/approachIn this study, the choice-based conjoint survey was conducted to investigate mobile power bank consumers aged 18–28 in Lanzhou urban districts. A total of 2,004 valid questionnaires were collected and 1,813 sample was used in analyses. Logit and ordinary least squares regression models were run for empirical analyses.FindingsThe research results show that consumers tend to sacrifice certain levels of affordability for moderate technological capability, a reputable brand, better portability and advanced charging functions or sacrifice certain levels of technological capabilities for a moderate price. Consumers with stronger environmentalism in PV substitution tend to prioritize median price levels, larger battery capacity and better portability, while being less sensitive to brand and showing less preference for advanced charging functions. Consumers with stronger nationalism in PV rivalry tend to prioritize reasonably higher prices, bigger brands, enhanced portability, more solar panels and advanced charging functions.Practical implicationsThis research sheds light on consumer trade-offs between price, brand, portability, technological capability and charging function. It also explores how environmentalism and nationalism sentiments are associated with consumer decision-making. These insights carry valuable policy implications for fostering product innovation, supporting brand-building initiatives for small and medium-size enterprises, promoting market competition and preventing the weaponization of consumer nationalism.Originality/valueAs an emerging solar power product, the portable solar power bank holds significant potential for widespread adoption as a means to drive energy transition. Within the current context, two notable sentiments have surfaced: environmentalism, which pertains to the adoption of PV technology as a substitute for conventional energy sources and nationalism, which manifests in the PV rivalry between China and the USA. This research aims to investigate consumer preference related to this emerging product, specifically focusing on its relationship with these two sentiments.

Factors Affecting the Spread, Diagnosis, and Control of African Swine Fever in the Philippines.

African Swine Fever (ASF) is a highly contagious disease that threatens the swine industry globally. Since its introduction into the Philippines in 2019, ASF has spread extensively in both commercial and backyard farms. Here, using a mix of qualitative and quantitative methods, including conjoint and SWOT analyses, world café discussions, and multivariable regression models, the most important factors that influence the spread, diagnosis, and control of ASF in the Philippines were identified. Research findings suggest that swill or contaminated feed, inadequate biosecurity protocols, and movement of personnel were the top risk factors favoring ASF spread among farms in general. For commercial farms, contaminated vehicles and personnel were also important, whereas for backyard farms, the introduction of new pigs, environmental contamination, and poor feeding quality were relevant risk factors. Notable clinical signs of ASF in pigs include reduced feed intake, huddled behavior, and reluctance to stand. This study highlights the need for timely reporting, trust-building initiatives, and enhanced biosecurity measures to effectively manage ASF outbreaks in the country. Results here contribute to the knowledge of factors affecting ASF spread in the Philippines and can help design prevention and control measures in ASF-infected countries while enhancing preparedness in countries free from the disease.

No Simple Way to Say Goodbye! Untangling the Heterogeneity of Social Venture Founder Exit Intention

Using three theory-based performance criteria as decision attributes, we conducted a conjoint analysis experiment with 105 social venture founder-CEOs to examine their decisions to exit their firms voluntarily. Multilevel regression analysis of founders’ choices revealed that various exit preferences were chosen that did not support theoretical prescriptions. While achieving desired social impact was the main influence on founder exit choices, the heterogeneity of exit preferences led us to parcel them into four distinct groups: idealists, traditionalists, realists, and pragmatists. We discuss our contributions to the entrepreneurial exit and social entrepreneurship research literature and list the implications of our results for practice.

Analysis of Consumers’ Preferences for Melon Using the Conjoint Method

Melon (Cucumis melo L.) is a fruit widely known by the people of Indonesia, including Yogyakarta Province, which has several variants such as C. melo var reticulatus, C. melo var. inodorus, and C. melo var. catalupensis. These variants have different characteristics that can be distinguished by color, aroma, peel texture, as well as their respective markets. To find out consumers’ preferences for melon, the conjoint analysis method is used. The results showed that consumers in traditional retail preferred melons with small size, orange flesh, strong aroma, very sweet taste, slightly meshy peel texture, and crunchy flesh texture. Meanwhile, in modern retail, they prefer variants with a large size, green flesh, strong aroma, very sweet taste, non-meshy peel texture, and crunchy flesh texture. Sky Rocket, Glamor, Golden Langkawi, and Mai 119 variants are suitable for traditional and modern retail. There are also other suitable variants for traditional retail, namely Cantaloupe and Roc Melon, while Honey Globe and Action 434 are suitable for modern retail.

Fried Chicken Consumer’s Preference and Purchase Decision Analysis During Covid 19 Pandemic Era

This study aims to observe the decision-making process on fried chicken purchases, and identify the most considered attribute, and combination of attributes based on consumer preference in the Covid-19 pandemic era. The pandemic has altered consumer behavior and consumption patterns, leading to changes in the food industry. Understanding how consumer preferences have shifted can help businesses adapt their strategies to better serve their customers. The data were collected using the questionnaire method through the Google Form platform with respondent criteria being fried chicken consumers who had purchased fried chicken at least twice in the last six months with the number of respondents being 135. The questionnaire consisted of two parts, the first part is about the consumer's purchase decision-making process and the second one is about the consumer's preference for fried chicken. Price, serving, purchase state, and packaging are the attributes chosen to identify consumer preferences using the conjoint analysis method. This study shows consumer habits in the decision-making process of buying fried chicken and consumers’ preferences toward the price, serving, purchase state, and packaging of fried chicken. Product attributes were the most considered based on importance level Price (40.73%), Purchase state (33.57%), Serving (16.99%), and Packaging (8.70%). The combination of fried chicken product attributes that are preferred by consumers according to the utility value of each level attribute is less than 15.000 IDR of price, served with rice/fried chicken and vegetables, purchased in ready-to-eat (takeaway/delivery) form and using paper box packaging.

The impact of convenience attributes on the willingness-to-pay for repair services

Excessive cost and inconvenient services are frequent reasons people do not use repair services for consumer goods. By using conjoint analysis we aim to quantify the relative importance of repair price and convenience attributes and determine how they affect a consumer's willingness-to-pay (WTP) for repair services. Our results suggest that the relative importance of attributes such as repair price and time, and guarantees for repair or repair company authorisations, is stable across the different considered product categories. Yet, we find that the relative importance of repair price (which is unanimously highest) declines and convenience attributes are becoming more relevant when considering more expensive products. Finally, WTP for repair only slightly increases for more expensive products according to our study. Our results can help repair companies to improve their service. They can also inform policy-makers on designing a repair-promoting environment.

The Impact of Political Knowledge on the Voting Decision

AbstractThe article addresses ongoing debates in the study of political knowledge and voting behavior. The article identifies significant divergences in previous work which may explain why such debates persist, including in the measurement of political knowledge and the inclusion of confounding variables. The article remedies these issues in an observational study examining how political knowledge affects the impact of spatial considerations and cognitive shortcuts on the vote. The article also contributes the first randomized experiment on this research question in the literature. Using the framework of conjoint analysis, the experiment evaluates how political knowledge affects the impact of spatial considerations and cognitive shortcuts on the vote. The article hypothesizes that political knowledge will increase the impact of spatial considerations on the vote but will not modify the impact of cognitive shortcuts. This expectation is supported in both the observational and experimental results.

Integrative analysis of metabolome and transcriptome reveals the different metabolite biosynthesis profiles related to palatability in winter and spring shoot in moso bamboo

Moso bamboo winter shoot has good taste and rich nutritional value. To reveal the causes and regulatory mechanism of palatability deterioration from winter to spring shoot, a conjoint analysis of metabolome and transcriptome was conducted on winter and spring shoots of moso bamboo. Totally 909 metabolites were characterized for the first time. The significant increase of hydrolyzed tannin content intensified the bitterness of spring shoot, which was positively regulated by key metabolite (gallic acid) and genes (DAHPS, DHQS, DHQ, SDH) in the biosynthesis pathway of hydrolyzed tannin. The accumulation of lignified components enhanced the roughness of spring shoot, which was closely connected with the significant changes of important metabolites (cinnamic acid, ferulic acid, UDP-glucose and UDP-xylose) and up-regulation of most enzyme genes involved in the biosynthesis pathways of lignin, cellulose and hemicellulose. The present study provides theoretical support for understanding palatability transition and directional improvement of edible quality of moso bamboo shoots.

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.

Promoting Residents’ Willingness to Recycle Electronic ICT Waste in China: An Empirical Study Using Conjoint Analysis

Initiated by the Chinese government to mitigate pollution arising from informal recycling, the Internet + Recycling model has been evolving and yielding significant results in China over the past few years. However, due to the large amount of users’ personal information contained in electronic information and communication technology waste, residents are concerned about privacy leaks, leading to a lower willingness to recycle. This study aims to enhance people’s willingness to recycle electronic waste by testing the impacts of various factors through a nationwide survey and analysis. Prior research evaluated e-waste collection attributes separately, thus provoking potential validity concerns. Addressing this concern, our study, based on 184 valid entries, employs conjoint analysis to determine the effects of different attributes on residential recycling choices. Among the considered attributes, recycling trust emerged as paramount, followed by compensation methods, recycling price, and recycling methods. The high-utility attributes included government certification and monitoring, cashback, high prices, and door-to-door service. Transcending the core research aim, our study forecasts market shares for diverse recycling combinations. The results indicate that there is no single dominant strategy, as several combinations are substantially influential. Consequently, businesses are advised to adopt a multi-pronged approach using diverse combinations for optimal results.

Tribulus terrestris L. induces cell apoptosis of breast cancer by regulating sphingolipid metabolism signaling pathways

BackgroundTribulus terrestris L. (TT) was initially documented in Shen-Nong-Ben-Cao-Jing and has been used for thousands of years in China as a herb to calm liver, dispel melancholy and wind, promote blood circulation, improve eyesight, and relieve itching. Moreover, it was also used to treat breast cancer in ancient China. However, the pharmacological activities of TT extract on breast cancer have received little attention. PurposeIn this study, we investigated the anti-breast cancer effects and possible mechanisms of action of this herbal drug. MethodsNetwork pharmacology analysis the study of network pharmacology was done to analyze the possibility of TT's anti-breast cancer effect. And then, molecular docking between TT7/TT8 and vascular endothelial growth factor receptor 2 (VEGFR2) were performed by Autodock software as well as the related protein expressions were analyzed by western blot to verify this effect. In vivo experiment: The mouse model of breast cancer was established by injection of 4T1 cells. Then drugs were intragastrically administered to the mice once daily for fourteen days. Body weight, tumor size, and tumor weight were recorded at the end of the experiment. Moreover, tumor inhibitory rate was calculated. Finally, pathological changes and apoptosis of breast cancer tissues were respectively evaluated by HE and Hoechst staining. Proteomics and metabonomics analyses: The tumor tissues were chosen to perform conjoint analysis. Firstly, differential proteins and metabolites were found. Furthermore, the functional analyses of them were analyzed by software. At the last, immunofluorescent staining of SGPP1, SPHK1 and p-SPHK1 in tumor tissue were done. Results12 active ingredients of TT, 127 targets of active ingredients, 15,253 targets of breast cancer, 1,225 targets of Ru yan, and 123 overlapping genes were obtained in the network pharmacology study. There was firm conjunction between TT7/TT8 and VEGFR2. Besides, tumor size and weight were markedly reduced in TT groups compared to the model group. The tumor inhibitory rate was more than 26% in TTM group. After drug treatment, many adipocytes and cracks between tumor and apoptosis were discovered. The western blot results showed that TT aqueous extract lowered the levels of VEGFR2, ERK1/2, p-ERK1/2 (Thr202, Tyr204) and Bcl2, while increasing the levels of Bax and the ratio of Bax/Bcl2. Furthermore, 495 differential proteins and 76 differential metabolites were found between TTM and model groups with the sphingolipid metabolism pathway being enriched. At last, TT treatment significantly reduced the levels of SGPP1, SPHK1 and p-SPHK1 in tumor tissue. ConclusionsIn conclusion, TT demonstrates therapeutic effects in a mouse model of breast cancer, and its mechanism of action involves the regulations of sphingolipid metabolism signaling pathways. This study lends credence to the pharmacological potential of TT extract as a breast cancer therapy.

Consumer Preferences of Ginger, Curcumin, and Cinnamon-Based Instant Herbal Beverages during Covid-19 Pandemic

The demand for functional beverage products has increased during the COVID-19 pandemic. Due to competition in the market, manufacturers need to innovate on product attributes. One of herbal beverages innovation is instant beverages made from ginger, curcumin, and cinnamon. This product also enriched with sugar, lemongrass and others natural ingredients. The new formulation of this beverages encourage the need for study on the level of consumer preferences for products. Thus, this study aimed to analyze the order of attributes of instant herbal beverages based on the level of consumer interest and the combination of attribute levels of the product according to consumer preferences. The results of consumer preferences were known through conjoint analysis of respondents in Yogyakarta Province, Indonesia. In this study, four attributes were used, namely packaging, taste, color, and price. The results showed that the order of attributes based on the importance values according to consumer preferences for the products were price (35.54%), taste (30.03%), color (18.39%), and packaging (16.04%). While the results of the combination of attribute levels that were most preferred by consumers are canned packaging, very strong taste, bright color, and price IDR 75,000.

Analysis of conductance and interfacial polarisation behaviours of silicone rubber based on frequency domain spectroscopy

AbstractSilicone rubber (SR) is widely used for cable insulation and operates in multi‐stress coupling conditions. Its dielectric properties and ageing performance are the essential factors affecting cable operation. In this study, the frequency domain spectroscopy of unaged SR and SR aged under various conditions is measured. The dielectric responses before and after ageing are analysed in depth by the conjoint analysis via multiple complex planes (permittivity, conductivity, and modulus). Typical conductivity and interfacial polarisation properties, as well as property changes resulting from thermal and tensile ageing, are examined. Experimental results show that tensile ageing promotes conductance and interfacial polarisation, while thermal ageing shows the opposite effects. Based on the multi‐core model and charge carrier hopping transport model, thermal and tensile ageing mechanisms on the conductance and interfacial polarisation behaviours of SR are demonstrated. Both behaviours exhibit positively correlated changing characteristics, suggesting that the two behaviours may originate from a common process. The carrier transport process, promoted by the tensile effect and slightly suppressed by the thermal effect, is the primary factor and considered an important indicator to evaluate the dielectric properties of SR insulation.

Lung proteomics combined with metabolomics reveals molecular characteristics of inflammation-related lung tumorigenesis induced by B(a)P and LPS.

Inflammatory microenvironment may take a promoting role in lung tumorigenesis. However, the molecular characteristics underlying inflammation-related lung cancer remains unknown. In this work, the inflammation-related lung tumorigenesis mouse model was established by treated with B(a)P (1 mg/mouse, once a week for 4 weeks), followed by LPS (2.5 μg/mouse, once every 3 weeks for five times), the mice were sacrificed 30 weeks after exposure. TMT-labeled quantitative proteomics and untargeted metabolomics were used to interrogate differentially expressed proteins and metabolites in different mouse cancer tissues, followed by integrated crosstalk between proteomics and metabolomics through Spearman's correlation analysis. The result showed that compared with the control group, 103 proteins and 37 metabolites in B(a)P/LPS group were identified as significantly altered. By searching KEGG pathway database, proteomics pathways such as Leishmaniasis, Asthma and Intestinal immune network for IgA production, metabolomics pathways such as Vascular smooth muscle contraction, Linoleic acid metabolism and cGMP-PKG signaling pathway were enriched. A total of 22 pathways were enriched after conjoint analysis of the proteomic and metabolomics, and purine metabolism pathway, the unique metabolism-related pathway, which included significantly altered protein (adenylate cyclase 4, ADCY4) and metabolites (L-Glutamine, guanosine monophosphate (GMP), adenosine and guanosine) was found. Results suggested purine metabolism may contribute to the inflammation-related lung tumorigenesis, which may provide novel clues for the therapeutic strategies of inflammation-related lung cancer.

Preferences in medications for patients seeking treatment for opioid use disorder: A conjoint analysis

IntroductionThe opioid epidemic continues to be a public health crisis that has worsened during the COVID-19 pandemic. Medications for opioid use disorder (MOUD) are the most effective way to reduce complications from opioid use disorder (OUD), but uptake is limited by both structural and individual factors. To inform strategies addressing individual factors, we evaluated patients' preferences and trade-offs in treatment decisions using conjoint analysis. MethodWe developed a conjoint analysis survey evaluating patients' preferences for FDA-approved MOUDs. We recruited patients with OUD presenting to initiate treatment. This survey included five attributes: induction, location and route of administration, impact on mortality, side effects, and withdrawal symptoms with cessation. Participants performed 12 choice sets, each with two hypothetical profiles and a “none” option. We used Hierarchical Bayes to identify relative importance of each attribute and part-worth utility scores of levels, which we compared using chi-squared analysis. We used the STROBE checklist to guide our reporting of this cross-sectional observational study. ResultsFive-hundred and thirty participants completed the study. Location with route of administration was the most important attribute. Symptom relief during induction and withdrawal was a second priority. Mortality followed by side effects had lowest relative importance. Attribute levels with highest part-worth utilities showed patients preferred monthly pick-up from a pharmacy rather than daily supervised dosing; and oral medications more than injection/implants, despite the latter's infrequency. ConclusionWe measured treatment preferences among patients seeking to initiate OUD treatment to inform strategies to scale MOUD treatment uptake. Patients prioritize the route of administration in treatment preference—less frequent pick up, but also injections and implants were less preferred despite their convenience. Second, patients prioritize symptom relief during the induction and withdrawal procedures of medication. These transition periods influence the sustainability of treatment. Although health professionals prioritize mortality, it did not drive decision-making for patients. To our knowledge, this is the largest study on patients' preferences for MOUD among treatment-seeking people with OUD to date. Future analysis will evaluate patient preference heterogeneity to further target program planning, counseling, and decision aid development.