A Conjunctive-Compensatory Approach to the Self-Explication of Multi-attributed Preferences

Consumer choice among multiattributed products is modeled as a two-stage process in which a conjunctive stage (that eliminates products with one or more “totally unacceptable” attribute levels) is followed by a compensatory stage (that trades off remaining products on multiple attributes). A self-explicated preference measurement procedure based on the two-stage model yielded a slightly larger predictive validity compared to conjoint analysis.