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Learning Effects in Preference Tasks: Choice-Based Versus Standard Conjoint (1992)

Huber, Wittink, Johnson and Miller report on a methodological study which featured an ACA interview between two short Choice-Based Conjoint modules. The study sought to discover if 1) the Choice-Based Conjoint utilities shifted when interrupted by ACA; 2) if the results from ACA were different from Choice-Based Conjoint; and 3) if ACA can be modified to approximate the Choice-Based results. They conclude that the answer to all three questions is yes. The authors suggest that ACA may be better at predicting how buyers would choose given sufficient information and time, whereas Choice-Based Conjoint results portray customers who are primarily motivated by brand name and price, and who have little time to make a decision. Originally published in 1992 Sawtooth Conference Proceedings.

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