IDEAS home Printed from https://ideas.repec.org/a/spr/sjobre/v58y2006i6d10.1007_bf03371680.html
   My bibliography  Save this article

Präferenzmessung bei unsicheren Produkteigenschaften: Risikoberücksichtigung bei Ergebnissen aus Conjoint-Analysen

Author

Listed:
  • Thomas Nitschke

    (Kampmann, Berg & Partner)

  • Franziska Völckner

    (Universität Hamburg)

Abstract

Zusammenfassung Kaufentscheidungen sind häufig dadurch gekennzeichnet, dass Konsumenten im Vorfeld nicht sicher sein können, was für eine Qualität sie bekommen. Diese Unsicherheit wird bislang in Conjoint-Analysen als populärster Methode zur Messung von Konsumentenpräferenzen nicht berücksichtigt. Hierdurch kann es zu erheblichen Verzerrungen bei der Ermittlung von Gesamtnutzenwerten für alternative Angebote und somit bei der Prognose von Wahlanteilen und der Schätzung von Response-funktionen kommen. Der Beitrag stellt ein Verfahren vor, mit dem die Ergebnisse von Conjoint-Analysen um Unsicherheitsaspekte korrigiert werden können und verdeutlicht in einer empirischen Studie das Ausmaß des vermuteten „Unsicherheits-Bias“ herkömmlicher Ansätze.

Suggested Citation

  • Thomas Nitschke & Franziska Völckner, 2006. "Präferenzmessung bei unsicheren Produkteigenschaften: Risikoberücksichtigung bei Ergebnissen aus Conjoint-Analysen," Schmalenbach Journal of Business Research, Springer, vol. 58(6), pages 743-770, September.
    • Handle: RePEc:spr:sjobre:v:58:y:2006:i:6:d:10.1007_bf03371680
    DOI: 10.1007/BF03371680
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/BF03371680
    File Function: Abstract
    Download Restriction: no
    File URL: https://libkey.io/10.1007/BF03371680?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Mark McCord & Richard de Neufville, 1986. ""Lottery Equivalents": Reduction of the Certainty Effect Problem in Utility Assessment," Management Science, INFORMS, vol. 32(1), pages 56-60, January.
    2. Jerry Wind & Paul E. Green & Douglas Shifflet & Marsha Scarbrough, 1989. "Courtyard by Marriott : Designing a Hotel Facility with Consumer-Based Marketing Models," Interfaces, INFORMS, vol. 19(1), pages 25-47, February.
    3. Jehoshua Eliashberg & John R. Hauser, 1985. "A Measurement Error Approach for Modeling Consumer Risk Preference," Management Science, INFORMS, vol. 31(1), pages 1-25, January.
    4. Kahn, Barbara E & Meyer, Robert J, 1991. "Consumer Multiattribute Judgments under Attribute-Weight Uncertainity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(4), pages 508-522, March.
    5. Szpiro, George G, 1986. "Measuring Risk Aversion: An Alternative Approach," The Review of Economics and Statistics, MIT Press, vol. 68(1), pages 156-159, February.
    6. Daniel Kahneman & Amos Tversky, 2013. "Prospect Theory: An Analysis of Decision Under Risk," World Scientific Book Chapters, in: Leonard C MacLean & William T Ziemba (ed.), HANDBOOK OF THE FUNDAMENTALS OF FINANCIAL DECISION MAKING Part I, chapter 6, pages 99-127, World Scientific Publishing Co. Pte. Ltd..
    7. Darby, Michael R & Karni, Edi, 1973. "Free Competition and the Optimal Amount of Fraud," Journal of Law and Economics, University of Chicago Press, vol. 16(1), pages 67-88, April.
    8. Green, Paul E & Srinivasan, V, 1978. "Conjoint Analysis in Consumer Research: Issues and Outlook," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 5(2), pages 103-123, Se.
    9. Imran S. Currim & Rakesh K. Sarin, 1984. "A Comparative Evaluation of Multiattribute Consumer Preference Models," Management Science, INFORMS, vol. 30(5), pages 543-561, May.
    10. Levesque, Moren & Schade, Christian, 2005. "Intuitive optimizing: experimental findings on time allocation decisions with newly formed ventures," Journal of Business Venturing, Elsevier, vol. 20(3), pages 313-342, May.
    11. Nelson, Philip, 1974. "Advertising as Information," Journal of Political Economy, University of Chicago Press, vol. 82(4), pages 729-754, July/Aug..
    12. Joseph Eisenhauer & Luigi Ventura, 2003. "Survey measures of risk aversion and prudence," Applied Economics, Taylor & Francis Journals, vol. 35(13), pages 1477-1484.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ernst, Holger & Wickede, Anje, 1999. "Einflußfaktoren auf die Glaubwürdigkeit kundenorientierter Produkt-Vorankündigungen: Ein signaltheoretischer Ansatz," Manuskripte aus den Instituten für Betriebswirtschaftslehre der Universität Kiel 515, Christian-Albrechts-Universität zu Kiel, Institut für Betriebswirtschaftslehre.
    2. Burmeister-Lamp, Katrin & Lévesque, Moren & Schade, Christian, 2012. "Are entrepreneurs influenced by risk attitude, regulatory focus or both? An experiment on entrepreneurs' time allocation," Journal of Business Venturing, Elsevier, vol. 27(4), pages 456-476.
    3. Brunsø, Karen & Fjord, Thomas Ahle & Grunert, Klaus G., 2002. "Consumers' food choice and quality perception," MAPP Working Papers 77, University of Aarhus, Aarhus School of Business, The MAPP Centre.
    4. J. K. Pappalardo, 2022. "Economics of Consumer Protection: Contributions and Challenges in Estimating Consumer Injury and Evaluating Consumer Protection Policy," Journal of Consumer Policy, Springer, vol. 45(2), pages 201-238, June.
    5. Dhaval M. Dave, 2013. "Effects of Pharmaceutical Promotion: A Review and Assessment," NBER Working Papers 18830, National Bureau of Economic Research, Inc.
    6. Eunae Jung & Hyungun Sung, 2017. "The Influence of the Middle East Respiratory Syndrome Outbreak on Online and Offline Markets for Retail Sales," Sustainability, MDPI, vol. 9(3), pages 1-23, March.
    7. Lévesque, Moren & Schade, Christian, 2002. "Intuitive optimizing for time allocation decisions in newly formed ventures," SFB 373 Discussion Papers 2002,24, Humboldt University of Berlin, Interdisciplinary Research Project 373: Quantification and Simulation of Economic Processes.
    8. Xujin Pu & Huanzhen Zhang, 2016. "Voluntary Certification of Agricultural Products in Competitive Markets: The Consideration of Boundedly Rational Consumers," Sustainability, MDPI, vol. 8(9), pages 1-13, September.
    9. Marco Costanigro & Yuko Onozaka, 2020. "A Belief‐Preference Model of Choice for Experience and Credence Goods," Journal of Agricultural Economics, Wiley Blackwell, vol. 71(1), pages 70-95, February.
    10. Enrico Diecidue & Peter Wakker & Marcel Zeelenberg, 2007. "Eliciting decision weights by adapting de Finetti’s betting-odds method to prospect theory," Journal of Risk and Uncertainty, Springer, vol. 34(3), pages 179-199, June.
    11. Kim, Junghun & Seung, Hyunchan & Lee, Jongsu & Ahn, Joongha, 2020. "Asymmetric preference and loss aversion for electric vehicles: The reference-dependent choice model capturing different preference directions," Energy Economics, Elsevier, vol. 86(C).
    12. Raquel M. Gaspar & Paulo M. Silva, 2023. "Investors’ perspective on portfolio insurance," Portuguese Economic Journal, Springer;Instituto Superior de Economia e Gestao, vol. 22(1), pages 49-79, January.
    13. Diecidue, E. & Schmidt, U. & Wakker, P.P., 2000. "A Theory of the Gambling Effect," Discussion Paper 2000-75, Tilburg University, Center for Economic Research.
    14. Karine Darjinoff & Francois Pannequin, 2000. "Demande d'assurance : Faut-il abandonner le critère de l'espérance d'utilité ?," Cahiers de la Maison des Sciences Economiques bla00004, Université Panthéon-Sorbonne (Paris 1).
    15. Olivier Gergaud & Florine Livat, 2004. "Team versus individual reputations: a model of interaction and some empirical evidence," Cahiers de la Maison des Sciences Economiques bla04015, Université Panthéon-Sorbonne (Paris 1).
    16. Michael Hutter, 2011. "Experience Goods," Chapters, in: Ruth Towse (ed.), A Handbook of Cultural Economics, Second Edition, chapter 29, Edward Elgar Publishing.
    17. Abdellaoui, Mohammed & Bleichrodt, Han, 2007. "Eliciting Gul's theory of disappointment aversion by the tradeoff method," Journal of Economic Psychology, Elsevier, vol. 28(6), pages 631-645, December.
    18. Fabrice Etilé & Sabrina Teyssier, 2012. "Signaling Corporate Social Responsibility: Third-Party Certification vs. Brands," PSE Working Papers halshs-00736551, HAL.
    19. Jakusch, Sven Thorsten & Meyer, Steffen & Hackethal, Andreas, 2019. "Taming models of prospect theory in the wild? Estimation of Vlcek and Hens (2011)," SAFE Working Paper Series 146, Leibniz Institute for Financial Research SAFE, revised 2019.
    20. Etilé, Fabrice & Teyssier, Sabrina, 2013. "Corporate social responsibility and the economics of consumer social responsibility," Review of Agricultural and Environmental Studies - Revue d'Etudes en Agriculture et Environnement (RAEStud), Institut National de la Recherche Agronomique (INRA), vol. 94(2).

    More about this item

    Keywords

    C81; D12; D81; M31;
    All these keywords.

    JEL classification:

    • C81 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Methodology for Collecting, Estimating, and Organizing Microeconomic Data; Data Access
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D81 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Criteria for Decision-Making under Risk and Uncertainty
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sjobre:v:58:y:2006:i:6:d:10.1007_bf03371680. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.