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| Author: | Moore, W. Holbrook, M. |
| Title: | Conjoint Analysis on Objects with Environmentally Correlated Attributes: The Questionable Importance of Representative Design |
| Journal: | Journal of Consumer Research
1990 : MAR, VOL. 16, p.490-497 |
| Index terms: | PRODUCT INFORMATION CONSUMER CHOICE PRODUCT IMAGE |
| Language: | eng |
| Abstract: | Many product classes contain objects with environmentally correlated attributes. When the true environmental correlations are high, orthogonal designs in conjoint analysis can produce some unbelievable attribute combinations that might threaten a study's ecological validity.Three experiments compare a stimulus set that has non-zero, but lower than environmental, correlations to one using an orthogonal array in terms of both perceived realism and predictive power. |
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