How preferences change after receiving new product information in an experimental choice task

Australian and New Zealand Academy of Marketing
Publication Type:
Conference Proceeding
Proceedings of ANZMAC 2009, 2009, pp. 1 - 8
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Discrete choice experiments typically assume that preference structures remain stable over time and over multiple exposures to information about choice alternatives. However, this assumption may not be valid when the study concerns a new product, which individuals are less familiar with. This paper tests how attribute preferences shift when respondents are exposed to new product information in an experimental choice task. The findings indicate how attribute utilities vary across the before and after exposure conditions; further analysis however shows these effects to partly disappear when the effect of information on the scale constant is accounted for.
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