Consumers’ Stated Choices versus Purchasing Desires: Case of Hawaii Food Baskets

This article uses a case study involving Hawaii food baskets to show that although a choice based conjoint experiment can elicit respondents’ most preferred alternative, this “preferred” option may not be one that respondents are willing to purchase. Thus, a choice based experiment that involves hypothetical product selection may predict different behavior, depending on the type of questions asked in the survey. This study shows that follow-up questions in a conjoint survey may serve an important role in improving model fit and the comprehensiveness of behavioral prediction.


Issue Date:
2009-07
Publication Type:
Journal Article
PURL Identifier:
http://purl.umn.edu/56632
Published in:
Agricultural Economics Review, Volume 10, Issue 2
Page range:
5-16
Total Pages:
12
JEL Codes:
Q13; D12




 Record created 2017-04-01, last modified 2017-04-04

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