Marcel Lichters

Predictive Validity in Choice-Based Conjoint Analysis: A Comparison of Hypothetical and Incentive-Aligned ACBC with Incentive-Aligned CBC: An Abstract

Up to the present day, conjoint analysis is one of the most widely applied methods in marketing research for understanding customer requirements and anticipating consumers’ purchase decisions (Kim, Bailey, Hardt & Allenby, 2016; Voleti, Srinivasan & Gosh, 2016). Implications extracted from conjoint analysis often have great influence on managerial decision-making regarding product innovation processes, pricing questions, and market penetration decisions, leading to strong demands that conjoint results should be trustworthy (Aaker, Kumar, Leone, & Day, 2013).

Comparing Lab, Virtual, and Field Environments in Sensory Product Acceptance Testing: An Abstract

Sensory marketing research has recently attracted massive attention in theory and practice. Every year, companies spend billions of dollars on the sensory evaluation of food products, particularly in the contexts of new product launches and sensory product differentiation. Such experimental sensory test procedures are typically conducted in highly controlled sensory labs and involve a segmentation of acceptance ratings in order to disclose consumer groups that differ significantly regarding their preferences for various sensory experiences (Ernst et al., 2010; Moskowitz & Rabino, 1994). Such segmentation then constitutes the starting point for shaping market segmentation strategies (Armstrong & Kotler, 2017; Wendin et al., 2015). Despite all these efforts, food product marketing failure rates are approximately 50% (Ogawa & Piller, 2006; van der Panne et al., 2003), which calls into question the validity of the clustering solutions and sensory test carried out in lab environments (Carbonell et al., 2008).