On the Insensitivity of Brand-Choice Simulations to Attribute Importance Weights

Decision Sciences Volume 11, Issue 3, pages 439-450, 1980

12 Pages Posted: 30 Mar 2016

See all articles by Paul E. Green

Paul E. Green

University of Pennsylvania, The Wharton School, Marketing Department (Deceased)

Wayne S. DeSarbo

Pennsylvania State University

Punit Kumar Kedia

University of Pennsylvania

Date Written: 1980

Abstract

This study compares, via brand-choice simulation, the effect of various distortions in attribute importance weights on share of choices at the aggregate-sample level. The results indicate that severe distortions in importance weights can occur with little change in aggregate brand share. The implications of this result for utility estimation in main-effects conjoint analysis suggest that considerably simpler ways can be adopted to estimate part worths.

Keywords: Attitude Theory, Consumer Behavior, Marketing Research, Utility Theory

Suggested Citation

Green, Paul E. and DeSarbo, Wayne S. and Kedia, Punit Kumar, On the Insensitivity of Brand-Choice Simulations to Attribute Importance Weights (1980). Decision Sciences Volume 11, Issue 3, pages 439-450, 1980, Available at SSRN: https://ssrn.com/abstract=2755726

Paul E. Green

University of Pennsylvania, The Wharton School, Marketing Department (Deceased) ( email )

700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States

Wayne S. DeSarbo (Contact Author)

Pennsylvania State University ( email )

University Park
State College, PA 16802
United States

Punit Kumar Kedia

University of Pennsylvania ( email )

Philadelphia, PA 19104
United States

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