Malleable Conjoint Partworths: How the Breadth of Response Scales Alters Price Sensitivity

Forthcoming, Journal of Consumer Psychology

35 Pages Posted: 6 Dec 2012

See all articles by Amitav Chakravarti

Amitav Chakravarti

New York University (NYU) - Department of Marketing

Andrew Grenville

Vision Critical

Vicki Morwitz

New York University (NYU) - Department of Marketing

Jane Tang

Vision Critical

Gülden Ülkümen

University of Southern California

Date Written: December 5, 2012

Abstract

Survey instruments such as conjoint tasks and pricing surveys are intended to reveal respondents’ price sensitivity. This research finds, however, that seemingly trivial aspects of these instruments can alter measured price sensitivity. This research examines the impact of innocuous questions that often precede a main conjoint task, such as demographic and usage-related screening questions. The findings demonstrate that whether these prior questions use broad (i.e., few scale points) or narrow (i.e., many scale points) response categories, systematically influences consumers’ price sensitivity in a CBC (Choice Based Conjoint) study. The research provides preliminary evidence that this occurs because the narrow (vs. broad) response categories in the prior questions leads to consideration of a greater (vs. fewer) number of attributes during the key conjoint task, consequently altering the importance weight associated with price.

Keywords: Response scales, Number of scale points, Categories, Price sensitivity, Conjoint, Pricing

JEL Classification: M31

Suggested Citation

Chakravarti, Amitav and Grenville, Andrew and Morwitz, Vicki and Tang, Jane and Ulkumen, Gulden, Malleable Conjoint Partworths: How the Breadth of Response Scales Alters Price Sensitivity (December 5, 2012). Forthcoming, Journal of Consumer Psychology. Available at SSRN: https://ssrn.com/abstract=2185652

Amitav Chakravarti

New York University (NYU) - Department of Marketing ( email )

Henry Kaufman Ctr
44 W 4 St.
New York, NY
United States

Andrew Grenville

Vision Critical ( email )

200 Granville Street
Mezzanine Floor
Vancouver, V6C 1S4
Canada

Vicki Morwitz (Contact Author)

New York University (NYU) - Department of Marketing ( email )

Henry Kaufman Ctr
44 W 4 St.
New York, NY
United States

Jane Tang

Vision Critical ( email )

200 Granville Street
Mezzanine Floor
Vancouver, V6C 1S4
Canada

Gulden Ulkumen

University of Southern California ( email )

701 Exposition Boulevard
Hoffman Hall 516
Los Angeles, CA 90089
United States
(213) 740-3852 (Phone)
(213) 740-7828 (Fax)

HOME PAGE: http://mymarshall.usc.edu/portal/subapps/digitalmeasures/faculty.jsp?surveyId=890407

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