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Melinda Knuth, Bridget K. Behe, Charles R. Hall, Patricia Huddleston, and R. Thomas Fernandez

human subjects (Michigan State University IRB# x16-1053e Category: Exempt 2). Consumers buy products they value, and researchers usually estimate this value based on attributes that comprise the product. Conjoint analysis is one mechanism that allows

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Bridget K. Behe, Benjamin L. Campbell, Charles R. Hall, Hayk Khachatryan, Jennifer H. Dennis, and Chengyan Yue

characteristics of nine consumer segment developed from 2511 U.S. and Canadian participants of an online survey. z In the conjoint analysis, plant type comprised 30% of the intention to purchase followed by origin of production (21%) ( Table 3 ). Price (16

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Madiha Zaffou and Benjamin L. Campbell

.K. Campbell, B.L. Khachatryan, H. Hall, C. Dennis, J. Huddleston, P.T. Fernandez, R.T. 2014 Incorporating eye tracking technology and conjoint analysis to better understand the green industry consumer HortScience 49 1550 1557 Behe, B.K. Nelson, R. Barton, S

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Kathleen Kelley, Jeffrey Hyde, James Travis, and Robert Crassweller

evaluations involving European or other foreign audiences ( Cmelik et al., 2007 ). Other studies have used conjoint analysis to identify the most important attribute (e.g., taste, skin color, method of production, price) and level of attribute (e.g., sweet

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Laura A. Levin, Kelly M. Langer, David G. Clark, Thomas A. Colquhoun, Jeri L. Callaway, and Howard R. Moskowitz

response. Thus, cognition can lead to cognitive bias whether it is founded in heuristics, social influences, and/or individual motivational factors ( Gilovich et al., 2002 ). Most interactive issues can be addressed by using a modified conjoint analysis

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Jessica L. Gilbert, James W. Olmstead, Thomas A. Colquhoun, Laura A. Levin, David G. Clark, and Howard R. Moskowitz

subject frustration and cognitive burden ( Park and Lessig, 1981 ). Both of these issues can be tackled using modified conjoint analysis and rule-developing experimentation. In this approach, the consumer is presented with sets of three to four individual

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conjoint analysis as a tool to quantify individuals' responses to plants, plant products, and landscapes. Conjoint analysis is the most commonly applied methodology in consumer research to measure consumers' reactions to products and product features. The

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Xiang Cao, Darrell Bosch, and James Pease

premium of as much as $13.35 for a flowering dogwood tree labeled as “resistant to powdery mildew.” Using hypothetical conjoint analysis and non-hypothetical experimental auctions, Yue et al. (2010) found that consumers were willing to pay premiums for

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Chengyan Yue, Manlin Cui, Eric Watkins, and Aaron Patton

reduced irrigation, mowing, and fertilizer requirements among Minnesota consumers. Hugie et al. (2012) conducted a conjoint analysis and found maintenance attributes of turfgrasses, specifically irrigation requirement, significantly affected consumer

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Chengyan Yue, Jennifer H. Dennis, Bridget K. Behe, Charles R. Hall, Benjamin L. Campbell, and Roberto G. Lopez

Floriculture crops 2009 summary 9 Oct. 2008 < http://usda.mannlib.cornell.edu/MannUsda/viewDocumentInfo.do?documentID=1072 >. Veisten, K. 2007 Willingness to pay for eco-labeled wood furniture: Choice-based conjoint analysis versus open-ended contingent