Reply to: 'On the Sensitivity of Brand Choice Simulations to Attribute Importance Weights'

Decision Sciences 12(3) pp 517-521

5 Pages Posted: 9 May 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: July 1981

Abstract

Our reply to Curry, Louviere, and Augustine's critique of our earlier paper focuses on differences in motivation between our research and theirs. Our interest in the problem relates to the possible incorporation of self-explicated evaluations in conjoint data collection methods; subsequent to the appearance of our original paper, we have developed hybrid models that combine elements of self-explicated (compositional) and conjoint (decompositional) data collection procedures. As far as we can surmise from their critique, Curry, Louviere, and Augustine are concerned with much broader strategic issues relating share of choices in the consumer population to changes in the shape of attribute weight distributions, shape of the Pareto tradeoff boundary, and so on.

Keywords: Attitude Theory, Decision Processes, Marketing Research, and Simulation

Suggested Citation

Green, Paul E. and DeSarbo, Wayne S. and Kedia, Punit Kumar, Reply to: 'On the Sensitivity of Brand Choice Simulations to Attribute Importance Weights' (July 1981). Decision Sciences 12(3) pp 517-521, Available at SSRN: https://ssrn.com/abstract=2777689

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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