askingconsumers - Market Lett DOI 10.1007/s11002-009-9098-x...

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What you see may not be what you get: Asking consumers what matters may not reflect what they choose Simone Mueller & Larry Lockshin & Jordan J. Louviere # Springer Science + Business Media, LLC 2009 Abstract We compared a direct way to measure the relative importance of packaging and other extrinsic cues like brand name, origin, and price with the relative importance of these variables in an indirect discrete choice experiment. We used best worst scaling (BWS) with visual and verbal presentation of the attribute descriptions as a way to directly ask consumers about wine packaging relevance. Both direct methods gave low packaging importance scores contrary to anecdotal industry evidence and beliefs. BWS results indicated all visual extrinsic cues were less important than verbal cues, with small variance among respondents, suggesting strong agreement about non-importance. We compared those results with a multi-media-based discrete choice experiment (DCE) that varied label and packaging attributes to produce shelf-like choice scenarios. The DCE results revealed much higher impacts due to packaging-related attributes, as well as significant preference heterogeneity. Our results suggest considerable caution in using direct importance measures with visual packaging attributes. Keywords Direct versus indirect preference elicitation . Visual attributes . Unconscious processing . Research methodology . Discrete choice analysis . Best worst scaling . Packaging Market Lett DOI 10.1007/s11002-009-9098-x S. Mueller : L. Lockshin Ehrenberg-Bass Institute for Marketing Science, University of South Australia, GPO Box 2471, Adelaide, South Australia 5001, Australia S. Mueller e-mail: [email protected] L. Lockshin e-mail: [email protected] J. J. Louviere ( * ) Centre for the Study of Choice (CenSoC), School of Marketing, University of Technology, Sydney, PO Box 123, Broadway, New South Wales 2007, Australia e-mail: [email protected]
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1 Introduction The purpose of this paper is to describe and discuss a case where direct consumer reports of product features that underlie their choices differ from both anecdotal industry evidence and evidence from a discrete choice experiment (DCE), as described below. Academic and commercial researchers often use some form of direct feature importance measurement to ascertain overall importance, or in advance of designing DCEs in order to reduce the number of attributes and levels measured. Our results suggest that direct measurement of attribute importance may not reveal true preferences. In turn, this suggests a clear need for theoretical and/or empirical research into situations or contexts when researchers should be cautious about relying on consumer direct reports of product feature importance.
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This note was uploaded on 09/29/2010 for the course VEN 91863 taught by Professor Hildergardheymann during the Spring '09 term at UC Davis.

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askingconsumers - Market Lett DOI 10.1007/s11002-009-9098-x...

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