Reversals

When specifying LINEAR models for price, seal, and money, we chose an expected direction (LESS or MORE) for the linear relationship between the value of the variable and the preference for that value. The Conjoint procedure keeps track of the number of subjects whose preference showed the opposite of the expected relationship—for example, a greater preference for higher prices, or a lower preference for a money-back guarantee. These cases are referred to as reversals.

Figure 1. Number of reversals by factor and subject
Number of reversals by factor and subject

This table displays the number of reversals for each factor and for each subject. For example, three subjects showed a reversal for price. That is, they preferred product profiles with higher prices.

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