Compound decisions are characterized by the presence of sub-decisions, or components, that affect overall consumer choice. In this presentation we develop conjoint analysis for compound decisions where channel members play a critical role in consumer preferences in addition to the core product. We develop our model in the context of charitable fundraising that involves the simultaneous consideration of three actors – the donor, the charitable organization raising the funds, and the beneficiary – using data from a national survey in Australia. We find evidence of the need to consider interactions among the actors and show that an analysis that focuses exclusively on the consumer (i.e., the donor) does not predict actual giving amounts as well as analysis that incorporates the channel members (i.e., charities) and the core product offering (i.e., the beneficiaries). We propose integrated, conditional and competitive analyses useful for compound decisions.
