The Effects of Incentives in a Choice-Based Conjoint Pricing Study
This study investigates the effects of incentives on a consumer’s choice of a utility plan. In our study that utilizes conjoint analysis, our research aims to understand the impact of incentives on consumers’ choice of a Time-of-Use (TOU) utility pricing plan. The results indicate that underlining the consequences and offering incentives influence the valuation of the attributes in competing choices.
KeywordsConjoint analysis Consumer behavior Price perception Utility
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