Measuring Consumer Preferences Using Conjoint Poker

We develop and test an incentive-compatible Conjoint Poker (CP) game. The preference data collected in the context of this game are comparable to incentive-compatible choice-based conjoint (CBC) analysis data. We develop a statistical efficiency measure and an algorithm to construct efficient CP designs. We compare incentive-compatible CP to incentive-compatible CBC in a series of three experiments (one online study and two eye-tracking studies). Our results suggest that CP induces respondents to consider more of the profile-related information presented to them compared with CBC.

• 저널Marketing Science · 31(1) · 138–156
• 토픽Economic and Environmental Valuation · Economics and Econometrics
• DOI10.1287/mksc.1110.0672
• 저자Olivier Toubia, Martijn G. de Jong, Daniel Stieger, Johann Füller