Malleable conjoint partworths: How the breadth of response scales alters price sensitivity |
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Authors: | Amitav Chakravarti Andrew Grenville Vicki G Morwitz Jane Tang Gülden Ülkümen |
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Institution: | 1. London School of Economics and Political Science, Houghton Street, NAB 5.13, London, WC2A 2AE, UK;2. Visiting Scholar, New York University, USAFax: + 44 20 7955 6837.;3. Vision Critical, 2 Bloor St East, Suite 1700, Toronto, Ontario, Canada M4W 1A8;4. New York University, 40 West 4th Street, Tisch Hall, Suite 807, New York, NY 10012, USAFax: + 1 212 995 4006.;5. Analytics, Vision Critical, 815 Eighth Ave SW, Suite 550, Calgary, Alberta, Canada T2P 3P2Fax: + 1 403 543 1083.;6. University of Southern California, 701 Exposition Boulevard, Hoffman Hall 516, Los Angeles, CA 90089, USA |
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Abstract: | In one laboratory study and one field study conducted with a large, representative sample of respondents, we show that seemingly innocuous questions that precede a conjoint task, such as demographic and usage-related screening questions can alter the price sensitivities recovered from the main conjoint task. The findings demonstrate that whether these prior questions use broad response categories (i.e., few scale points) or narrow response categories (i.e., many scale points) systematically influences consumers' price sensitivity in a CBC (Choice Based Conjoint) study. We suggest that this may occur because the narrow (vs. broad) response categories in the prior questions lead to consideration of a greater (vs. fewer) number of attributes during the key conjoint task. Since both groups of consumers readily consider the naturally salient price attribute, responding to previous questions with narrow (vs. broad) response categories leads to a greater (vs. fewer) number of non-price attributes being considered, and consequently, decrease the weight afforded to price and reduce price sensitivity. |
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Keywords: | Response scales Number of scale points Categories Price sensitivity Conjoint Pricing |
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