What you see may not be what you get: Asking consumers what matters may not reflect what they choose

Marketing Letters

Volumn 21, Issue 4, 2010, Pages 335-350

  Mueller, Simone ^a   Lockshin, Larry ^a   Louviere, Jordan J ^b  

^a UNIVERSITY OF SOUTH AUSTRALIA   (Australia)

^b UNIVERSITY OF TECHNOLOGY SYDNEY   (Australia)

Author keywords

Best worst scaling; Direct versus indirect preference elicitation; Discrete choice analysis; Packaging; Research methodology; Unconscious processing; Visual attributes

Indexed keywords

EID: 78649506239     PISSN: 09230645     EISSN: None     Source Type: Journal    
DOI: 10.1007/s11002-009-9098-x     Document Type: Article

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