Measuring Consumer Preferences Using Conjoint Poker

O Toubia, Martijn de Jong, D Stieger, J Fueller

Research output: Contribution to journalArticleAcademicpeer-review

31 Citations (Scopus)
64 Downloads (Pure)


We develop and test an incentive-compatible Conjoint Poker (CP) game. The preference data collected in the context of this game are comparable to incentive-compatible choice-based conjoint (CBC) analysis data. We develop a statistical efficiency measure and an algorithm to construct efficient CP designs. We compare incentive-compatible CP to incentive-compatible CBC in a series of three experiments (one online study and two eye-tracking studies). Our results suggest that CP induces respondents to consider more of the profile-related information presented to them compared with CBC
Original languageEnglish
Pages (from-to)138-156
Number of pages19
JournalMarketing Science
Issue number1
Publication statusPublished - 2012


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