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1. Introduction
2. Agenda
3. Recurring themes in this talk
4. Examples
5. Joint choice models
6. Preference revision and preference concession
7. Data collection challenges
8. Our solution
9. Our modeling framework (1)
10. Initial preference
11. Preference revision (1)
12. Preference revision (2)
13. Preference revision - 4 possible models
14. Concession through utility aggregation
15. Study context
16. Cell phone attributes and levels
17. Data collection flow chart
18. Measuring stated initial preference
19. Conjoint task: initial preference
20. Manipulation of preference
21. Manipulation check
22. Conjoint task: to assess preference revision
23. Joint choice task
24. Sample profile
25. Stated initial preference (1)
26. Stated initial preference (2)
27. Actual vs. manipulated preference congruence
28. Possible models
29. Parameter estimates
30. Preference revision for low price ($79)
31. Our modeling framework (2)
32. Revised preference
33. Predictive tests
34. What if dyadic data are NOT matched?
35. Predictive performance unmatched case
36. Model extensions
37. Summary
38. Conclusions
39. Acknowledgements
40. References

Topics Covered

• A novel methodology to estimate joint preference
• No need to collect joint data, individual data is enough
• Merges experimental design, statistical modeling and utility aggregation theories to measure joint preference
• Identifies serious limitations of individual preference as a surrogate for joint preference
• An empirical application involving cell phone purchase by parent teen dyads
• Applies to B2B domains

Links

Series:

• Bayesian Analysis in Marketing

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on January 27, 2010