Eliciting preference for complex products: A web-based upgrading method

Young Hoon Park, Min Ding, Vithala R. Rao

Research output: Contribution to journalArticlepeer-review

46 Scopus citations


The authors propose a new incentive-aligned upgrading method for eliciting attribute preferences in complex products, which combines the merits of a self-explicated approach and conjoint analysis. The upgrading method first endows a participant with a product profile and then allows him or her to upgrade it, one attribute at a time, to a more desirable product configuration. During the process, the participant states his or her willingness to pay for each potential upgrade he or she is interested in, and a BDM (Becker-DeGroot-Marschak) procedure ensures that it is in the best interest of the participant to state truthfully his or her willingness to pay. Each participant receives the upgraded product at the end of the study. The authors empirically implement this procedure in a Web-based study with digital cameras. This procedure significantly improves predictive performance over the benchmark (self-explicated) approach.

Original languageEnglish (US)
Pages (from-to)562-574
Number of pages13
JournalJournal of Marketing Research
Issue number5
StatePublished - Oct 2008

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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