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ABSTRACT Consumer choice among multiattributed products is modeled as a two‐stage process in which a conjunctive stage (that eliminates products with one or more “totally unacceptable” attribute levels) is followed by a compensatory stage (that trades off remaining products on multiple attributes). A self‐explicated preference measurement procedure based on the two‐stage model yielded a slightly larger predictive validity compared to conjoint analysis.
V. Srinivasan (Wed,) studied this question.
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