The Impact of Promotions on the Convergence in Preference Elicitation Methods

Three methods frequently used in research to assess product preferences were compared to determine their degree of convergence. These methods included: (1) constant sum scale, a subjective probability measure, (2) conjoint measurement, and (3) actual choice. These methods were analyzed along context...

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Bibliographic Details
Published in:Journal of promotion management 2006-08, Vol.12 (2), p.3-17
Main Author: Myers, Chris A.
Format: Article
Language:English
Subjects:
Brand preference
Conjoint analysis
constant sum scale
Consumer behavior
context
convergence
Market shares
multiple data sources
Preferences
Product choice
promotions
Psychology
Sales promotions
Soft drinks
Studies
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Summary:Three methods frequently used in research to assess product preferences were compared to determine their degree of convergence. These methods included: (1) constant sum scale, a subjective probability measure, (2) conjoint measurement, and (3) actual choice. These methods were analyzed along context, i.e., non-promotion versus promotion. Subjects were 43 university personnel. Subjects utilized each of the measures to rate their preferences for 9 soft drink brands. Methods were found to exhibit a strong degree of convergence for large market share brands. This may suggest that the elicitation methods may be measuring similar constructs when preferences are high and market share is high. However, when preferences are low and market share is low, contexts effects (i.e., promotions) may reduce the amount of convergence in preference elicitation methods.
ISSN:1049-6491
1540-7594
DOI:10.1300/J057v12n02_02