Prediction of choice in a technically complex, essentially intangible, highly experiential, and rapidly evolving consumer product

Abstract This study compares the effectiveness of the theory of reasoned action, the most well known attitudinal approach, with that of traditional conjoint analysis, the most popular utilitarian approach, in predicting choice among real brands of word processing software. Results suggest that traditional conjoint analysis has a significantly higher first choice hit rate than the theory of reasoned action. With products such as word processing software, a utilitarian approach may be better than an attitudinal approach for predicting consumer choice. © 1993 John Wiley & Sons, Inc.