Suchergebnisse

ABSTRACTOver the last decade, the use of rating scales has grown in popularity in various fields, including customer online reviews and energy labels. Rating scales convey important information on attributes of products or services that consumers evaluate in their purchase decisions. By applying multidimensional scaling, this paper reveals that the meaning of the levels of a rating scale can be altered by manipulating the labeling of the rating scale levels. The study reveals that consumers perceive product attributes as being more similar if the labels share similar or identical linguistic or visual characteristics. In addition, two choice‐based conjoint studies examine whether the way consumers make their choices among products can be influenced by changing the labeling of rating scale levels. The results show that a manipulation of the meaning of rating scale levels diminishes both the importance of the rating scale information and consumers' willingness to pay a premium for a rating upgrade. Copyright © 2013 John Wiley & Sons, Ltd.

Based on an adaptive choice-based conjoint analysis, the aim of this paper is to ascertain the extent to which various characteristics of a condominium unit, and in particular the Building and Construction Authority (BCA) Green Mark Scheme, influence prospective real estate investors' preferences for condominium units in Singapore. Through the analysis, this study determines that premium buyers would be willing to pay for property certified by the Green Mark Scheme. The results suggest that the price premium buyers would be willing to pay for green certification varies within the different levels of the Green Mark Scheme, ranging from 3.78 per cent for the Certified award to 7.98 per cent for the Platinum award. The results thus suggest a strong business case for developers of green buildings.