Comparison of rating-based and choice-based conjoint analysis models. A case study based on preferences for iced coffee in Norway

The authors compare two conjoint analysis approaches eliciting consumer preferences among different product profiles of iced coffees in Norway: rating-based and choice-based conjoint experiments. In the conjoint experiments, stimuli were presented in the form of mock-up pictures of iced coffees varying in coffee type, production origin, calorie content and price, following an orthogonal design. One group of participants (n = 101) performed a rating task of 12 iced coffees whereas another group (n = 102) performed a choice task on 20 iced coffees presented in eight triads. Then, all participants performed self-explicated rating and ranking evaluations of the iced coffee attributes. The rating data were analyzed by a Mixed Model ANOVA while the choice data were analyzed by a Mixed Logit Model. Both models include conjoint factors, demographic variables and their interactions. Results show that the two approaches share similar main results, where consumers prefer low calorie and low price iced coffee products. However, additional effects are detected within each of the two approaches. Further, self-explicated measures indicate that coffee type is the primary attribute for consumers’ selection of iced coffee. The two conjoint approaches are compared and discussed in terms of experimental designs, data analysis methodologies, outcomes, user-friendliness of the results interpretation, estimation power and practical issues

Socio-economic inequalities in C-reactive protein and fibrinogen across the adult age span: Findings from Understanding Society

Systemic inflammation has been proposed as a physiological process linking socio-economic position (SEP) to health. We examined how SEP inequalities in inflammation -assessed using C-reactive protein (CRP) and fibrinogen- varied across the adult age span. Current (household income) and distal (education) markers of SEP were used. Data from 7,943 participants (aged 25+) of Understanding Society (wave 2, 1/2010-3/2012) were employed. We found that SEP inequalities in inflammation followed heterogeneous patterns by age, which differed by the inflammatory marker examined rather than by SEP measures. SEP inequalities in CRP emerged in 30s, increased up to mid-50s or early 60 s when they peaked and then decreased with age. SEP inequalities in fibrinogen decreased with age. Body mass index (BMI), smoking, physical activity and healthy diet explained part, but not all, of the SEP inequalities in inflammation; in general, BMI exerted the largest attenuation. Cumulative advantage theories and those considering age as a leveler for the accumulation of health and economic advantages across the life-span should be dynamically integrated to better understand the observed heterogeneity in SEP differences in health across the lifespan. The attenuating roles of health-related lifestyle indicators suggest that targeting health promotion policies may help reduce SEP inequalities in health