choice-metrics.com

Dear all,
In order to test consumers preferences for brand new good (e.g. washing machine) which have sustainable features (more durable, easier to recycle etc.) vs. refurbished same good with the same levels of durability and recyclability, yet at cheaper prices, I was thinking to create menus with four alts: two of brand new washing machines and two of refurbished washing machines. Is that even possible? I want to see in which conditions (if at all) consumer will choose refurbished goods, and how much are they are wtp for recyclability and durability ..for new vs. refurbished goods.
Thanks for any help,
Anat

Yes that is possible, we often use such mixed experiments ourselves, especially if we think that one label is dominant. For example, in mode choice the car is usually a dominant mode of transport and presenting (car, bus) as alternatives may not let respondents look at the attributes, only at the label. In order to force trading off on the car attributes, we show (car, car, bus) as alternatives.

Michiel

Thank you!
I'll try to design an experiment with (new, new, refurbished).