Assessing the effects of abstract attributes and brand familiarity in conjoint choice experiments

M. Wedel; M. Vriens; T.H.A. Bijmolt; W.P. Krijnen; P.S.H. Leeflang

doi:10.1016/S0167-8116(97)00027-X

Assessing the effects of abstract attributes and brand familiarity in conjoint choice experiments

M. Wedel^*, M. Vriens, T.H.A. Bijmolt, W.P. Krijnen, P.S.H. Leeflang

^*Corresponding author for this work

Research output: Contribution to journal › Article › Academic › peer-review

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Abstract

The multinomial legit model for conjoint choice experiments is extended to include effects of abstract brand attributes. The proposed CONFOLD model describes consumers' utility for the alternatives in conjoint choice experiments as a (weighted) sum of two components: one pertaining to the concrete attributes used in the design of the choice alternatives, and the other pertaining to abstract attributes underlying the evaluation of brand names. An extension of the models allows the weights of both of these components may depend on the familiarity of consumers with the brands, An application to a conjoint study of automobiles is provided. (C) 1998 Elsevier Science B.V.

Original language	English
Pages (from-to)	71-78
Number of pages	8
Journal	International Journal of Research in Marketing
Volume	15
Issue number	1
DOIs	https://doi.org/10.1016/S0167-8116(97)00027-X
Publication status	Published - Feb-1998

Keywords

mixture of multinomial logits
conjoint choice experiments
familiarity
multi-dimensional scaling
PRIOR KNOWLEDGE
CONSUMER

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title = "Assessing the effects of abstract attributes and brand familiarity in conjoint choice experiments",

abstract = "The multinomial legit model for conjoint choice experiments is extended to include effects of abstract brand attributes. The proposed CONFOLD model describes consumers' utility for the alternatives in conjoint choice experiments as a (weighted) sum of two components: one pertaining to the concrete attributes used in the design of the choice alternatives, and the other pertaining to abstract attributes underlying the evaluation of brand names. An extension of the models allows the weights of both of these components may depend on the familiarity of consumers with the brands, An application to a conjoint study of automobiles is provided. (C) 1998 Elsevier Science B.V.",

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AU - Vriens, M.

AU - Bijmolt, T.H.A.

AU - Krijnen, W.P.

AU - Leeflang, P.S.H.

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AB - The multinomial legit model for conjoint choice experiments is extended to include effects of abstract brand attributes. The proposed CONFOLD model describes consumers' utility for the alternatives in conjoint choice experiments as a (weighted) sum of two components: one pertaining to the concrete attributes used in the design of the choice alternatives, and the other pertaining to abstract attributes underlying the evaluation of brand names. An extension of the models allows the weights of both of these components may depend on the familiarity of consumers with the brands, An application to a conjoint study of automobiles is provided. (C) 1998 Elsevier Science B.V.

KW - mixture of multinomial logits

KW - conjoint choice experiments

KW - familiarity

KW - multi-dimensional scaling

KW - PRIOR KNOWLEDGE

KW - CONSUMER

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EP - 78

JO - International Journal of Research in Marketing

JF - International Journal of Research in Marketing

IS - 1

ER -

Assessing the effects of abstract attributes and brand familiarity in conjoint choice experiments

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Keywords

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