Compromising between information completeness and task simplicity: a comparison of self-explicated, hierarchical information integration, and full-profile conjoint methods

Harmen Oppewal, Martijn Klabbers

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This paper compares hierarchical information integration (HII), full-profile (FP) conjoint and self-explicated (SE) approaches to preference measurement in terms of equality of preference structures, predictive abilities, and task load. HII is a method to accommodate larger numbers of attributes in conjoint tasks by structuring the task in a hierarchical fashion. The three approaches are compared in a residential preference study that involves thirteen attributes. The results confirm that conjoint approaches result in better choice predictions than self-explicated measures. No significant differences in performance are found between FP and HII with this number of attributes though there are indications that HII can outperform FP if a suitable hierarchical structure is selected. Finally, it is found that SE is the most quickly completed task but only if it is the first task that a respondent encounters
Original languageEnglish
Title of host publicationAdvances in Consumer Research
EditorsPunam Anand Keller, Dennis W. Rock
Place of PublicationDuluth MN USA
PublisherAssociation for Consumer Research
Number of pages7
Publication statusPublished - 2003
EventAssociation of Consumer Research annual conference 2002 - Atlanta, United States of America
Duration: 16 Oct 200219 Oct 2002

Publication series

NameAdvances in Consumer Research
PublisherAssociation for Consumer Research
ISSN (Print)0098-9258


ConferenceAssociation of Consumer Research annual conference 2002
Abbreviated titleACR 2002
Country/TerritoryUnited States of America
Internet address

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