Authors : Howard Moskowitz , Dorit Cohen and Bert Krieger
Abstract: This study presents a case history showing two aspects of consumer reactions to concepts. The approach used conjoint analysis to measure the impact of each concept element on two variables; interest, and response-time. The response-times were allocated to two hypothesized processes; a primary stage (not traceable to elements), and to a secondary stage (traceable to elements). Across seven countries there are clear country-to-country differences in the proportion of the response-time allocated to the primary and secondary stages.
Howard Moskowitz , Dorit Cohen and Bert Krieger , 2005. Interest and Response- Times - Measures of Consumer Responses to Concepts . Journal of Food Technology, 3: 161-169.