Conjoint choice models have been used widely in the consumer-choice literature as an approach to measure and predict consumer-choice behavior. These models typically assume that consumer preferences and choice rules are independent from any constraints that might impact the behavior of interest. Previous research has indicated that such constraints may be important in understanding park-choice behavior. The objective of the present article, therefore, is to develop a strategy for integrating the levels of constraints into an experimental choice model. The design strategy and model specification are discussed. The model is applied to the case of amusement-park choice. The results of this study suggest that constraints do influence preferences underlying park-choice behavior. Implications of these findings are discussed.
- Conjoint Choice Modeling