Family members' projections of each other's preference and influence: A two-stage conjoint approach

Benedict G.C. Dellaert, Mia Prodigalidad, Jordan J. Louviere

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Two important sources of error that may limit the accuracy of individual family members' projections of joint family preferences are: (i) misperceptions of other members' preferences, and (ii) misperceptions of other members' influence in joint family evaluations. We propose a two-stage conjoint approach to study these potential errors. Stage one compares family members' projections of each other's preferences to members' self-reported preferences. Stage two compares family members' projections of each other's influence to observed influence in joint family preferences. An empirical illustration shows that family members are relatively poor predictors of preference, but fairly accurate predictors of influence, in the area of family holiday preferences.

Original languageEnglish
Pages (from-to)135-145
Number of pages11
JournalMarketing Letters
Issue number2
Publication statusPublished - 1 Jan 1998
Externally publishedYes


  • Conjoint analysis
  • Family preference
  • Influence measurement
  • Preference projections

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