First Jointly, Then Separately: a New Approach to Address Complexity in Product Evaluations

Product complexity has been described as a major challenge in preference measurement. This paper discusses various ways to deal with large numbers of attributes and levels. Usually, attribute importance is initially appraised by self-explicated questions which has little similarity to a real purchase decision. Therefore, we suggest the use of information display boards to identify the attributes being relevant in product evaluations on the individual level. This information is then used to adapt the pairwise comparison-based preference measurement (PCPM) approach to elicit consumer preferences subsequently. The promising results of an empirical study on mobile phones are outlined.



Citation:

Martin Meißner, Sören W. Scholz, and Reinhold Decker (2011) ,"First Jointly, Then Separately: a New Approach to Address Complexity in Product Evaluations", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 586.

Authors

Martin Meißner, Bielefeld University
Sören W. Scholz, Bielefeld University
Reinhold Decker, Bielefeld University



Volume

E - European Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

Dehumanization: Coping with Embarrassment in Consumer Purchases

Yixia Sun, Zhejiang University
Xuehua Wang, East China Normal University
Joey Hoegg, University of British Columbia, Canada
Darren Dahl, University of British Columbia, Canada

Read More

Featured

D8. Why Employees Communicate Positive eWOM on Social Networking Sites: Motivations and Moderators

Jing Zhang, 华中科技大学管理学院
Ya Zhang, 华中科技大学管理学院

Read More

Featured

Do Altruistic Individuals "Share" More Contents on Social Media?

Travis Tae Oh, Columbia University, USA
Keith Wilcox, Columbia University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.