Conjoint Analysis As A Measurement Method Of Preferences For Delayed Lotteries – Research Announcement

Abstract

The major purpose of the paper is considering the possibility of using conjoint analysis in postponed lotteries research. The role of conjoint measurement theory in mathematical psychology is reviewed. Next, the conjoint data analysis method is elaborated; this method is derived from conjoint measurement theory and it is very popular in market research. The focus is on two versions: traditional Conjoint Value Analysis (CVA) and Choice-Based Conjoint (CBC). The results of this research show that changes in the scope of the likelihood of payment, rather than changes in the dimension of deferral, more strongly determine the choices made.