Willingness-to-pay estimation with choice-based conjoint analysis: Addressing extreme response behavior with individually adapted designs

Design and Analysis of Simulated Consumer Choice or Allocation Experiments: An Approach Based on Aggregate Data

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Social Sciences, Decision Sciences, Economics +16

The Importance of Utility Balance in Efficient Choice Designs

Joel Huber, Klaus Zwerina · Journal of Marketing Research · 1996 · 1K citations

Business, Decision Sciences, Decision Theory +14

Consumer Preference for a No‐Choice Option

Ravi Dhar · Journal of Consumer Research · 1997 · 987 citations

Business, Marketing, Psychology +14

Consumer Information Search Revisited: Theory and Empirical Analysis

Sridhar Moorthy, Brian T. Ratchford, Debabrata Talukdar · Journal of Consumer Research · 1997 · 788 citations

Business, Marketing, Marketing Management +14

Measuring Consumers' Willingness to Pay at the Point of Purchase

Klaus Wertenbroch, Bernd Skiera · Journal of Marketing Research · 2002 · 720 citations

Social Sciences, Economics, Marketing +17