This article illustrates how the compromise effect alters consumers' selection of soft drinks. Using three within-subject studies, we show that extremeness aversion and price insensitivity cause consumers to increase their consumption when the smallest drink size is dropped or when a larger...

The emergence of Bayesian methodology has facilitated respondent-level conjoint models, and deriving utilities from choice experiments has become very popular among those modeling product line decisions or new product introductions. This review begins with a paradox of why experimental choices...

This article examines the political economy of preferences with respect to the environment using a new stated preference survey that presents the first benefit values for national water quality levels. The mean valuation greatly exceeds the median value, as the distribution of valuations is...

An exciting development in modeling has been the ability to estimate reliable individual-level parameters for choice models. Individual partworths derived from these parameters have been very useful in segmentation, identifying extreme individuals, and in creating appropriate choice simulators....

This study examines the factors the influence the values and importance that landowners place on the attributes of voluntary wetland restoration programs. Choice-based conjoint analysis, a stated preference method, was used to estimate the marginal utilities and values for restoration program...

Valuation of goods often proceeds from a series of hypothetical pairwise choices. We examine reference dependence on the outcome of such evaluations in a large-scale study in which respondents make a series of choices between areas that differ on cost of living and the quality of lakes and...