Search results

Art-infusion has become a common practice among brands across the globe. This is because marketers leverage the uniqueness and prestige of arts to earn superior profits. Hence, this research aims to understand and measure consumers' willingness to pay (WTP) for art-infused products.

A questionnaire was designed based on conjoint analysis and was responded to by 470 respondents from India. The estimation of preference functions in conjoint analysis was intended to use orthogonal arrays to measure WTP.

The study reveals consumers' utility and WTP for different art-infused products. The results indicated that consumers have the highest WTP for products that have artwork dominated by the visual elements of colour, shapes and space.

The paper presents valuable findings for marketers to develop their product design and earn superior profits.

This is the first study in the domain of the art infusion phenomenon that measures WTP for non-luxury art-infused products. Also, this is the first study to measure WTP for different kinds of art forms.

This research draws upon decision-making theory to study job choice decisions. Past studies measured job choice as a single-stage, compositional process addressing the weights and part-worth utilities of a selected number of job and organizational attributes. However, the presence of noncompensatory attributes and whether the utilities and weights attached to the attributes vary among applicants have not been addressed. The authors posit that a conjoint analysis is an accurate methodological technique to explain job choice and overcome these limitations.

Using a random sample of 571 participants, we conducted an adaptive choice-based conjoint analysis to estimate the weighted utilities of eight employer attributes and a cluster analysis to identify differences in preferences among employee profiles.

The results reveal that the use of the conjoint technique contributes to the literature in two ways. First, the results demonstrate the relevance of nonnegotiable attributes in the design of job offers. The results show that Salary, Flexibility and Ethics serve as cutoff points. Second, the results highlight the importance of considering the latent preferences of applicants in crafting effective job offers and adequately segmenting job applicants. More specifically, the following three groups are identified: Career-seeking applicants, Sustainability-oriented applicants and Pragmatic applicants.

The managerial implications of this study are relevant for HR and employer brand managers since a better understanding of the job-choice process and implementing a decompositional method to understand applicants' preferences could allow firms to provide more customized and relevant job offers to employees of interest.

This study concludes that to implement efficient employer-attraction branding strategies, employers should understand the attributes considered noncompensatory by their employee target audience, promote the most valued/important attributes to ensure that job offers are customized to fit employees' underlying preferences, and devise trade-off strategies among compensatory attributes.

This study aims to help understand individual donors’ preferences over different designs of humanitarian–business partnerships in managing humanitarian operations and to help understand if donors’ preferences align with their actual donation behavior.

Choice-based conjoint analysis was used to understand donation preferences for partnership designs, and a donation experiment was performed using real money to understand the alignment of donors’ preferences with actual donation behavior.

The results show that partnering with the business sector can be a valuable asset for humanitarian organizations in attracting individual donors if these partnerships are managed well in terms of partnership strategy, partnership history and partnership report and disclosure. In particular, the study finds that the donation of services and products from businesses corporations to humanitarian organizations are preferable to individual donors, rather than cash. Furthermore, donors’ preferences are not necessarily aligned with actual donation behavior.

The results highlight the importance of presenting objective data on projects to individual donors. The results also show that donors value the provision of services and products by business corporations to humanitarian operations.

Partnerships between humanitarian organizations and business corporations are important for the success of humanitarian operations. However, little is known about which partnership designs are most preferable to individual donors and have the biggest chance of being supported financially.

Currently, it is unclear how omnichannel retailers can create a last mile offer that is both attractive and sustainable from an economic and environmental point of view. The purpose of this paper is to explore to which extent consumers are willing to adopt last mile options that are more sustainable and how these options should be composed to remain attractive.

To this end, the authors surveyed a representative sample of Belgian consumers, using choice-based conjoint experiments, and analysed their preferences structures.

Consumers’ preference goes out to free, next day delivery to an address of choice, on regular office hours during the week. However, when free delivery and return are offered, consumers are willing to collect their orders themselves or wait longer for their orders to arrive.

The research findings are important for retailers that (plan to) operate an omnichannel model. For omnichannel retailers with a dense store network, the results indicate that consumers accept their store network as pick-up and return locations, allowing retailers to create a more efficient and sustainable supply chain in which their online and offline activities can be combined.

The research findings contribute to current literature and practice by combining “planet” and “profit” components of sustainability in last mile transport and applying it in the novel omnichannel environment.

The purpose of this paper is to analyse the online preference structures of consumers.

Novel choice‐based conjoint experiments are used and are administered online. A select group of high net worth online grocery shoppers are examined. Both qualitative and quantitative procedures are used to determine the most frequently cited attributes affecting online patronage.

Whilst there is no single attribute on which a retailer could develop a competitive edge, a significant market advantage can be gained by being simultaneously “best in class” on the top four attributes.

This research approach has significant practical application to a wide range of strategic marketing questions.

These findings give focus to the management task facing marketing executives in the UK multichannel grocery market. How these findings might be used within a marketing plan is illustrated.

The purpose of this paper is to study the individual investors’ preferences towards stock selection in social media environments. The study is conducted to understand the implications and conceptual directions for the corporates and financial advisors to understand the choices of individual investors applied in financial markets. Further, this study aims to examine the selection of the most preferred social media platform and behavioral intentions of investors towards selection of investment portfolios in Indian stock markets.

A questionnaire was designed based on the technique of conjoint analysis and was responded by 428 respondents belonging to the Northern region of India. The estimation of preference functions in Conjoint Analysis was designed by using orthogonal arrays and was calculated using the ordinary least square regression technique.

This study reveals that while making selection of desired investment portfolios, the investors give highest preference to social media platforms in terms of highest utility value and range followed by their preference for behavioral intentions to invest. Among different social media platforms, the investors preferred Twitter the most, followed by Facebook and the primary interest of investors was observed towards Intra-day trading purposes and balanced portfolio investments in financial markets. The major reason behind opting the social media platforms was selection of speculative stocks.

The actual individual investment behavior cannot be observed through the survey, which limits the external validity of the study.

The paper presents a very important practical tool that can help financial advisors, opinion leaders and corporates in defining their target audience more sharply for investment-related advice. The findings revealed by the study will put them in a better position to understand how investors differ behaviorally and they will get acquainted with their choices and preferences while making investment decisions in the backdrop of social media environments. The preferences of the investors based on social media usage discovered by the study will not only enable the individual investors understand their own preferences, but those of the other investors as well in terms of planned investment decisions and choices.

The paper is a first of its kind to empirically identify the individual investors and their preferences and choices by applying conjoint analysis in the new social media environment. The study thus integrates the gap between marketing theories and emerging theories of behavioral finance to understand the investor behavior in a better way.

The authors evaluate the preferences of retail investors with regard to the investment in structured financial products. The purpose of the paper is an analysis of the relative importance of key product attributes namely the issuing bank, the product structure, the associated costs and the disclosed risk.

The authors conduct a choice-based conjoint analysis, based on an online experiment. Participants judge their preferences for products which are presented by shortened key information documents according to the requirements of EU regulation.

Investors consider the costs and the product structure to be most important, whereas the issuer and information on risk are of less interest. Their preferences depend on their (self-evaluated) expertise: while inexperienced retail investors concentrate on costs, experienced investors pay more attention to the product structure.

The study is limited to a subsegment of the market, the discount certificates. For these products, issuing banks gain insight into the attractiveness of their products. Furthermore, the study carries implications for regulators: since investors emphasize the costs in their decisions, an unbiased disclosure of costs should be enforced.

While the recent literature has studied preferences for the investment in mutual funds, this is the first paper which directly analyzes the drivers of an investment in structured retail products.

The purpose of this paper is to identify the preferred communication channels to foster energy conservation behaviour among office building users. Energy demand from the commercial sector in Malaysia is, at 33.2 per cent, the highest after the industry sector, at 45.1 per cent. The country’s progress in actively practising energy conservation is lacking, despite various energy conservation programmes having been launched in recent years. A large amount of energy is wasted by users’ poor energy conservation behaviour. To market voluntary energy conservation behaviour, the delivery of energy conservation messages using the appropriate communication channels remains an important strategy.

This paper involves two-stage data collection. The communication categories associated with a set of channels identified from expert interview serve as the basis for the second stage of empirical data gathering using conjoint analysis. A choice-based conjoint analysis assisted by Sawtooth Software is used to analyse the 525 usable empirical data gathered from a final questionnaire survey among the office building users in Malaysia.

This paper has identified five communication categories associated with a total of 19 channels. The mass media is acknowledged as the most preferred communication channel among office building users in the marketing of energy conservation behaviour, while the least preferred channel to communicate energy conservation information is audio-visual media.

This study contributes to existing literature with a novel case in Malaysia office building by identifying the preferred combination of communication channels in fostering energy conservation behaviour. The findings could benefit the building managers in marketing energy conservation behaviour among office building users to effectively achieve the desired change for sustainable development.

The purpose of this paper is to investigate how need for cognition (NFC), a personality trait, influenced the way consumers used information about product components in forming overall evaluations of motor vehicles.

The study used interviews from a convenience sample of 445 visitors to a motor vehicle show over a three‐day period using a choice‐based conjoint analysis study design.

The NFC scale used in this study focused on abstract thinking. Results showed that consumers' responses to components from different countries changed their overall purchase intentions, and nationalism appeared to play a strong role in consumer attitudes to components. Consumers exhibiting high levels of NFC were more engaged in more complex assessment of the country of origin (COO) cue in their product evaluation than those who have less NFC.

Manufacturers sourcing components from low labour cost countries need to be cautious. Even trusted brands may be sullied by components sourced from countries with negative stereotypes.

Research on product component systems and the use of choice‐based conjoint analysis in this context are novel contributions to COO research.

The purpose of this paper is to investigate the influence of price attribute framing and factors such as urgency and perceived price fairness on customer willingness to pay (WTP) in automated retail settings.

The authors conducted two sets of quasi-experimental scenarios surrounding vending-machine purchase decisions. The first set was analyzed with MANOVA, the second set with choice-based conjoint (CBC) analysis.

When prices are framed positively (as a discount), customer WTP is higher at high published price levels than it is for unframed or negatively framed prices. The effect on WTP holds whether the reference price range is broad (few large increments) or narrow (numerous small increments). In the CBC scenarios, immediate availability of the product was most influential on choice, followed by price and brand effects. These findings held under conditions invoking both urgency and price fairness. Providing an explanation for higher prices increases perceived price fairness.

Further study might assess the presence or absence of interaction effects in the conjoint scenarios.

Managers should consider transparency in dynamic pricing, particularly when the price change is outside the control of the firm. The conjoint scenario results also offer evidence that dynamic pricing will not impact other marketing-mix decisions for fast-moving consumer goods (FMCG) dramatically (availability at point of purchase and presence in the consumer consideration set remain strong influences on choice).

Understanding these effects on WTP could help managers manage perceptions of unfairness and optimize WTP.

A theoretical contribution from this study is that the immediate loss/gain consideration under theories of decision making under uncertainty outweigh considerations such as scarcity urgency or perceived unfairness. Use of conjoint analysis in WTP research, study of dynamic pricing in FMCG setting.