کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
882326 911931 2013 11 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Malleable conjoint partworths: How the breadth of response scales alters price sensitivity
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
Malleable conjoint partworths: How the breadth of response scales alters price sensitivity
چکیده انگلیسی

In one laboratory study and one field study conducted with a large, representative sample of respondents, we show that seemingly innocuous questions that precede a conjoint task, such as demographic and usage-related screening questions can alter the price sensitivities recovered from the main conjoint task. The findings demonstrate that whether these prior questions use broad response categories (i.e., few scale points) or narrow response categories (i.e., many scale points) systematically influences consumers' price sensitivity in a CBC (Choice Based Conjoint) study. We suggest that this may occur because the narrow (vs. broad) response categories in the prior questions lead to consideration of a greater (vs. fewer) number of attributes during the key conjoint task. Since both groups of consumers readily consider the naturally salient price attribute, responding to previous questions with narrow (vs. broad) response categories leads to a greater (vs. fewer) number of non-price attributes being considered, and consequently, decrease the weight afforded to price and reduce price sensitivity.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Consumer Psychology - Volume 23, Issue 4, October 2013, Pages 515–525
نویسندگان
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