Modeling Hierarchical Conjoint Processes with Integrated Choice Experiments

The authors propose and illustrate an extension of the method of Hierarchical
Information Integration (Hll). HIl allows one to handle large numbers of attributes
in conjoint tasks by designing subexperiments that include subsets of attributes. It
assumes that individuals can use general attributes or decision constructs to summarize their impressions of subsets, which could be clusters of detailed,
managerially relevant attributes.The proposed extension involves the design of subexperiments that include attributes plus summary evaluations of remaining constructs. Advantages are that subexperiments can be analyzed separately but also jointly to estimate one overall preference or choice model; a more flexible and easy task is obtained; and one can test the assumed hierarchical decision structure. The authors illustrate the approach with an application that models consumer choice of shopping center. In this application, results partially support the hierarchical structure and predictive validity. Finally, the authors discuss implications for further research.