As technology advances, new products (eg, digital cameras, computer tablets, etc.) have
become increasingly more complex. Researchers often face considerable challenges in …

Purpose–This paper seeks to explore approaches to consumer‐driven optimization of
package design utilizing a novel modified conjoint analysis approach. The approach allows …

This review article provides reflections on the state of the art of research in conjoint analysis—
where we came from, where we are, and some directions as to where we might go. We …

Conjoint analysis has become a widely accepted tool for preference measurement in
marketing research, though its applicability and performance strongly depend on the …

The purpose of the study was to investigate the respective influences of price and country of
origin as extrinsic cues on consumer evaluations of wine quality when all intrinsic cues are …

Purpose–Packaging features have been shown to be of great importance for the consumer
final choice of fresh products (Silayoi and Speece, 2007). Packaging is an extrinsic attribute …

Sustainable coffee production is significantly threatened by climate change. While
implementing CSA practices offers numerous benefits, adoption rates remain low. Coffee …

Nowadays, scholars, entrepreneurs and policy makers focus their attention on food-related
health challenges, nutritional value and food safety. Among these themes, the use of …

Preference measurement by means of conjoint analysis (CA) has been a success story of
market research. The main goal of this class of methods is to obtain estimates of the relative …

The authors propose a new incentive-aligned upgrading method for eliciting attribute
preferences in complex products, which combines the merits of a self-explicated approach …