In the previous work, meta-attributes have been used to model the relationship between two groups of disparate product attributes. There, preference for form, function, and the relationship between the two were modeled for individual consumers. However, this approach is limited as designers are often called on to choose a design that best appeals to a group of consumers, not individuals. This work expands on the concept and makes it more generally applicable by adapting metaconjoint to model aggregate choice for consumer groups. The results from this work show that a metaconjoint approach can be used to model aggregate choice for form and function and can yield better results on holdout sample predictions than form or function alone.

References

References
1.
Green
,
P. E.
, and
Rao
,
V. R.
,
1971
, “
Conjoint Measurement for Quantifying Judgmental Data
,”
J. Mark. Res.
,
8
(
3
), pp.
355
363
.10.2307/3149575
2.
Huber
,
J.
, and
Zwerina
,
K.
,
1996
, “
The Importance of Utility Balance in Efficient Choice Designs
,”
J. Mark. Res.
,
33
(
3
), pp.
307
317
.10.2307/3152127
3.
Besharati
,
B.
,
Luo
,
L.
,
Azarm
,
S.
, and
Kannan
,
P. K.
,
2006
, “
Multi-Objective Single Product Robust Optimization: An Integrated Design and Marketing Approach
,”
ASME J. Mech. Des.
,
128
(
4
), pp.
884
892
.10.1115/1.2202889
4.
Moore
,
W. L.
,
Louviere
,
J. J.
, and
Verma
,
R.
,
1999
, “
Using Conjoint Analysis to Help Design Product Platforms
,”
J. Prod. Innov. Manag.
,
16
(
1
), pp.
27
39
.10.1016/S0737-6782(98)00034-4
5.
Williams
,
N.
,
Azarm
,
S.
, and
Kannan
,
P. K.
,
2008
, “
Engineering Product Design Optimization for Retail Channel Acceptance
,”
ASME J. Mech. Des.
,
130
(
6
), p.
061402
.10.1115/1.2898874
6.
Sylcott
,
B.
,
Cagan
,
J.
, and
Tabibnia
,
G.
,
2013
, “
Understanding Consumer Tradeoffs Between Form and Function Through Metaconjoint and Cognitive Neuroscience Analyses
,”
ASME J. Mech. Des.
,
135
(
10
), p.
101002
.10.1115/1.4024975
7.
Swamy
,
S.
,
Orsborn
,
S.
,
Michalek
,
J.
, and
Cagan
,
J.
,
2007
, “
Measurement of Headlight Form Preference Using Choice-Based Conjoint Analysis
,”
Proceedings of the ASME 2007 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference (IDETC/CIE)
,
Las Vegas, NV
, pp.
1
10
.
8.
Petiot
,
J.-F.
, and
Dagher
,
A.
,
2010
, “
Preference-Oriented Form Design: Application to Cars' Headlights
,”
Int. J. Interact. Des. Manuf.
,
5
(
1
), pp.
17
27
.10.1007/s12008-010-0105-5
9.
Orsborn
,
S.
,
Cagan
,
J.
, and
Boatwright
,
P.
,
2009
, “
Quantifying Aesthetic Form Preference in a Utility Function
,”
ASME J. Mech. Des.
,
131
(
6
), p.
061001
.10.1115/1.3116260
10.
MacDonald
,
E.
,
Lubensky
,
A.
,
Sohns
,
B.
, and
Papalambros
,
P. Y.
,
2009
, “
Product Semantics and Wine Portfolio Optimisation
,”
Int. J. Prod. Dev.
,
7
(
1
), pp.
73
98
.10.1504/IJPD.2009.022277
11.
Reid
,
T. N.
,
Gonzalez
,
R. D.
, and
Papalambros
,
P. Y.
,
2010
, “
Quantification of Perceived Environmental Friendliness for Vehicle Silhouette Design
,”
ASME J. Mech. Des.
,
132
(
10
), p.
101010
.10.1115/1.4002290
12.
Sylcott
,
B.
,
Michalek
,
J.
, and
Cagan
,
J.
,
2013
, “
Towards Understanding the Role of Interaction Effects in Visual Conjoint Analysis
,” Portland, OR, August 4–7,
ASME
Paper No. DETC2013-12622 10.1115/DETC2013-12622
13.
Kelly
,
J. C.
,
Maheut
,
P.
,
Petiot
,
J.-F.
, and
Papalambros
,
P. Y.
,
2011
, “
Incorporating User Shape Preference in Engineering Design Optimisation
,”
J. Eng. Des.
,
22
(
9
), pp.
627
650
.10.1080/09544821003662601
14.
Tseng
,
I.
,
Cagan
,
J.
, and
Kotovsky
,
K.
,
2012
, “
Concurrent Optimization of Computationally Learned Stylistic Form and Functional Goals
,”
ASME J. Mech. Des.
,
134
(
11
), p.
111006
.10.1115/1.4007304
15.
Gensch
,
D.
, and
Recker
,
W.
,
1979
, “
The Multinomial, Multiattribute Logit Choice Model
,”
J. Mark. Res.
,
16
(
1
), pp.
124
132
.10.2307/3150883
16.
Train
,
K. E.
,
2003
,
Discrete Choice Methods With Simulation
,
Cambridge University
, Cambridge, UK.
17.
Sylcott
,
B.
,
2013
, “
Understanding the Role of Aesthetic Judgment in Consumer Choice and Preference Modeling
,” Ph.D. thesis, Carnegie Mellon University, Pittsburgh, PA.
18.
Orme
,
B. K.
,
Alpert
,
M. I.
, and
Christensen
,
E.
,
1997
, “
Assessing the Validity of Conjoint Analysis-Continued
,”
Sawtooth Software Conference Proceedings
, Sequim, WA.
19.
Arrow
,
K. J.
,
1963
,
Social Choice and Individual Values
,
Wiley
,
New York
.
20.
Hazelrigg
,
G.
,
1996
, “
The Implications of Arrow's Impossibility Theorem on Approaches to Optimal Engineering Design
,”
ASME J. Mech. Des.
,
118
(
2
), pp.
161
164
.10.1115/1.2826864
21.
Van de Poel
,
I.
,
2007
, “
Methodological Problems in QFD and Directions for Future Development
,”
Res. Eng. Des.
,
18
(
1
), pp.
21
36
.10.1007/s00163-007-0029-7
22.
Scott
,
M.
, and
Antonsson
,
E.
,
1999
, “
Arrow's Theorem and Engineering Design Decision Making
,”
Res. Eng. Des.
, 11(4), pp.
218
228
.10.1007/s001630050016
23.
Lusk
,
J.
, and
Norwood
,
F.
,
2005
, “
Effect of Experimental Design on Choice Based Conjoint Valuation Estimates
,”
Am. J. Agric. Econ.
,
87
(
3
), pp.
771
785
.10.1111/j.1467-8276.2005.00761.x
24.
Bliemer
,
M. C. J.
, and
Rose
,
J. M.
,
2011
, “
Experimental Design Influences on Stated Choice Outputs: An Empirical Study in Air Travel Choice
,”
Transp. Res. A
,
45
(
1
), pp.
63
79
.10.1016/j.tra.2010.09.003
25.
De Palma
,
A.
, and
Picard
,
N.
,
2005
, “
Route Choice Decision Under Travel Time Uncertainty
,”
Transp. Res. A
,
39
(
4
), pp.
295
324
.10.1016/j.tra.2004.10.001
26.
Hollander
,
Y.
,
2006
, “
Direct Versus Indirect Models for the Effects of Unreliability
,”
Transp. Res. A
,
40
(
9
), pp.
699
711
.10.1016/j.tra.2005.12.007
27.
Kerr
,
G. N.
, and
Sharp
,
B. M. H.
,
2010
, “
Choice Experiment Adaptive Design Benefits: A Case Study*
,”
Aust. J. Agric. Resour. Econ.
,
54
(
4
), pp.
407
420
.10.1111/j.1467-8489.2010.00507.x
28.
Goldberg
,
I.
, and
Roosen
,
J.
,
2007
, “
Scope Insensitivity in Health Risk Reduction Studies: A Comparison of Choice Experiments and the Contingent Valuation Method for Valuing Safer Food
,”
J. Risk Uncertainty
,
34
(
2
), pp.
123
144
.10.1007/s11166-007-9006-9
29.
Wang
,
Z.
,
Kannan
,
P. K.
, and
Azarm
,
S.
,
2011
, “
Customer-Driven Optimal Design for Convergence Products
,”
ASME J. Mech. Des.
,
133
(
10
), p.
101010
.10.1115/1.4004977
30.
Chrzan
,
K.
, and
Orme
,
B.
,
2000
, “
An Overview and Comparison of Design Strategies for Choice-Based Conjoint Analysis
,”
Sawtooth Software Conference Proceedings
, Hilton Head Island, SC.
31.
Train
,
K.
,
1998
, “
Recreation Demand Models With Taste Differences Over People
,”
Land Econ.
,
74
(
2
), pp.
230
239
.10.2307/3147053
You do not currently have access to this content.