Measuring Preferences for Really New Products
Hoeffler sets out to improve preference measurement for really new products. A first study confirms that consumers are more uncertain when estimating the usefulness of really new products than of incremental ones. Consumers cope by using inferential techniques that standard methods such as conjoint analysis do not capture well. The research tests ways of building mental simulation and analogies into an existing preference measurement technique and shows that some methods improve predictive accuracy and others hinder it.
Hoeffler sets out to improve preference measurement for really new products. A first study confirms that consumers are more uncertain when estimating the usefulness of really new products than of incremental ones. Consumers cope by using inferential techniques that standard methods such as conjoint analysis do not capture well. The research tests ways of building mental simulation and analogies into an existing preference measurement technique and shows that some methods improve predictive accuracy and others hinder it.
Written from the abstract as shown on the OpenAlex record, read 2026-11-04.
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Hoeffler, S. (2003). Measuring Preferences for Really New Products. Journal of Marketing Research, 40(4), 406-420. doi:10.1509/jmkr.40.4.406.19394.