Denstadli, Jon Martin; Lines, Rune; de Dios Ortúzar, Juan - In: European Journal of Marketing 46 (2012) 3/4, pp. 422-446
Purpose – This paper investigates how respondents to conjoint experiments process information and choose among product profiles, and how this varies with their knowledge about the product. Models for estimating conjoint attribute weights are almost exclusively based on principles of...