Re-examining the no-choice option in conjoint analysis

Hung C., Kurz P., Bailey R., Huber J. , Allenby G., 2025 – in Journal of Choice Modelling 57, 2025

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What happens if respondents learn more about the market during the interview?

When respondents lack prior knowledge of market prices, they dynamically update their preference for the No-Choice-Option throughout the choice tasks.

Brand part-worths are affected by this learning, while other product attributes remain stable. The paper discusses this effect and how a well-designed conjoint study mitigates the effects of this type of learning in conjoint analysis.