Research Methods

Holistic Conjoint

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About this presentation

In complex choice situations it is unlikely that consumers will break down each attribute and each level, assign values to the levels, integrate these values and then choose the highest overall value. Instead, respondents may, at least partially, make choices based on a holistic evaluation of the features. We found that the holistic variable was highly statistically significant, and we found several tipping points in the utility function of the holistic variable.

Marco Vriens
Felix Eggers
Copenhagen Business School
Darin Mills
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