The objective of this study is to examine the importance of product attributes of energy drinks in consumer choice. A conjoint based survey was administered to 126 Turkish consumers to examine how they made energy drink choice decisions. Our results indicate that Turkish consumers valued brand...

Standard preference models in consumer research assume that people weigh and add all attributes of the available options to derive a decision, while there is growing evidence for the use of simplifying heuristics. Recently, a greedoid algorithm has been developed (Yee, Dahan, Hauser \& Orlin, 2007;...