Publication

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

Wedel, M., Vriens, M., Bijmolt, THA., Krijnen, W. & Leeflang, PSH., Feb-1998, In : International Journal of Research in Marketing. 15, 1, p. 71-78 8 p.

Research output: Contribution to journalArticleAcademicpeer-review

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 languageEnglish
Pages (from-to)71-78
Number of pages8
JournalInternational Journal of Research in Marketing
Volume15
Issue number1
Publication statusPublished - Feb-1998

    Keywords

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

ID: 3697740