E-Services Mobile Applications and Conjoint fMRI Analysis

E-Services Mobile Applications and Conjoint fMRI Analysis

Jarmo E.A. Heinonen (Laurea University of Applied Sciences, Finland)
Copyright: © 2018 |Pages: 30
DOI: 10.4018/978-1-5225-5026-6.ch005


Previous researches, documents and studies have shown that neuromarketing and conjoint analysis have been used in many areas of consumer research, and they provide benefit for further understanding of consumer behaviour. Together these two methods may reveal more information about hidden desires, expectations and restrains from customers' brain. This paper attempts to examine these two research methods together as a companied analysis. More specifically this study utilizes fMRI and conjoint analysis as a tool for analysing consumer´s preferences and decision making. This paper provides theoretical background with short history of conjoint analysis and contributions for the audience of consumer research 1) how conjoint evaluation models works, 2) different conjoint models, 3) counting attribute interactions in conjoint analysis, and 4) brain activation triggers in fMRI and connection to conjoint analysis. Researchers, scholars and practitioners of consumer behaviour may learn new method of understanding user´s preferences and decision making.
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2. The History Of Conjoint Analysis

While the foundations of the conjoint analysis go back to the 1920s, however year 1964 marks the start of conjoint measurement, with the seminar paper by Luce, a mathematical psychologist, and Tukey, a statistician. Shortly thereafter a number of theoretical contributions (Krantz & Tversky, 1971) and algorithmic developments (Carroll, 1973) appeared.

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