Response latencies provide information about consumers' choice behavior in a conjoint choice experiment. The authors use filtered response latencies to scale the covariance matrix of a multinomial probit model and show that this leads to better model fit and holdout predictions, even if the...

This research brief is a cautionary note on the dangers of using p-values as empirical evidence for crossover effects in consumer research. If you rely on experimental manipulation to produce between-subjects variation on a moderator construct, and then test for interaction effects on the...

Conjoint choice designs are frequently applied in practice, and often a base alternative is added to the design. When such a 'no-choice' base alternative is present in conjoint choice experiments a constant term should be added to the design ('X'-) matrix with attribute dummies when effects type...

A popular procedure for benefit segmentation based on conjoint experiments has been to estimate individual-level port worths and then form nonoverlapping clusters of consumers with similar estimates. Rather than using these estimates as the criteria for clustering, the least squares procedure...