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The Effects of Incentives in a Choice-Based Conjoint Pricing Study

  • Hongjun YeEmail author
  • Siddharth Bhatt
  • Wenting Zhong
  • Jan Watson
  • Amanda Sargent
  • Yigit Topoglu
  • Hasan Ayaz
  • Rajneesh Suri
Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 953)

Abstract

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.

Keywords

Conjoint analysis Consumer behavior Price perception Utility 

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Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  • Hongjun Ye
    • 1
    Email author
  • Siddharth Bhatt
    • 1
  • Wenting Zhong
    • 1
  • Jan Watson
    • 1
  • Amanda Sargent
    • 1
  • Yigit Topoglu
    • 1
  • Hasan Ayaz
    • 1
    • 2
  • Rajneesh Suri
    • 1
    • 2
  1. 1.Drexel UniversityPhiladelphiaUSA
  2. 2.Drexel Business Solutions InstitutePhiladelphiaUSA

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