Unstructured direct elicitation of decision rules

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalNot applicablepeer-review

17 Scopus Citations
View graph of relations

Author(s)

  • Min Ding
  • John R. Hauser
  • Songting Dong
  • Daria Dzyabura
  • Steven P. Gaskin

Related Research Unit(s)

Detail(s)

Original languageEnglish
Pages (from-to)116-127
Journal / PublicationJournal of Marketing Research
Volume48
Issue number1
StatePublished - Feb 2011

Abstract

The authors investigate the feasibility of unstructured direct elicitation (UDE) of decision rules consumers use to form consideration sets. They incorporate incentives into the tested formats that prompt respondents to state noncompensatory, compensatory, or mixed rules for agents who will select a product for the respondents. In a mobile phone study, two validation tasks prompt respondents to indicate which of 32 mobile phones they would consider from a fractional design of features and levels. The authors find that UDE predicts consideration sets better, across both profiles and respondents, than a structured direct-elicitation method. It predicts comparably to established incentive-aligned compensatory, noncompensatory, and mixed decompositional methods. In a more complex automotive study, noncompensatory decomposition is not feasible and additive-utility decomposition is strained, but UDE scales well. The authors align incentives for all methods using prize indemnity insurance to award a chance at $40,000 for an automobile plus cash. They conclude that UDE predicts consideration sets better than either an additive decomposition or an established structured direct-elicitation method (CASEMAP). © 2011, American Marketing Association.

Research Area(s)

  • Consideration sets, Decision rules, Direct elicitation, Incentive alignment, Product development

Citation Format(s)

Unstructured direct elicitation of decision rules. / Ding, Min; Hauser, John R.; Dong, Songting; Dzyabura, Daria; Yang, Zhilin; Su, Chenting; Gaskin, Steven P.

In: Journal of Marketing Research, Vol. 48, No. 1, 02.2011, p. 116-127.

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalNot applicablepeer-review