V. Srinivasan is the Ernest C. Arbuckle Professor of Marketing and Management Science at the Graduate School of Business, Stanford University. He recently completed a three-year term as director of the business school's doctoral program. Dr. Srinivasan received his Ph.D. in industrial administration from Carnegie-Mellon University. His current research interests are in the measurement of consumer preference structures and the theory of sales force compensation plans. Dr. Srinivasan has published extensively in many professional journals and is an associate editor of Marketing Science and Management Science.
A CONJUNCTIVE-COMPENSATORY APPROACH TO THE SELF-EXPLICATION OF MULTIATTRIBUTED PREFERENCES*
Article first published online: 7 JUN 2007
Volume 19, Issue 2, pages 295–305, June 1988
How to Cite
Srinivasan, V. (1988), A CONJUNCTIVE-COMPENSATORY APPROACH TO THE SELF-EXPLICATION OF MULTIATTRIBUTED PREFERENCES. Decision Sciences, 19: 295–305. doi: 10.1111/j.1540-5915.1988.tb00268.x
Financial support for this project was provided in part by the Marketing Management Program of the Graduate School of Business, Stanford University. Comments on an earlier version of this paper by two anonymous reviewers and an associate editor are gratefully acknowledged. The author thanks Julia Nutter Brown and Charlotte H. Mason for research assistance.
A longer version of this paper detailing the empirical support in the literature for the conjunctive-compensatory model and the justification for the proposed data collection approach is available as Stanford University Graduate School of Business Research Paper Number 866. This paper can be obtained by writing to Central Services, Graduate School of Business, Stanford University, Stanford, CA 94305–5015. Include a payment by check or draft for US$2.50, payable to Stanford University.
- Issue published online: 7 JUN 2007
- Article first published online: 7 JUN 2007
- [Received: July 15, 1986. Accepted: April 23, 1987.]
- Brand Choice;
- Decision Processes;
- Marketing Research.
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.