SOKOLOVA, KRISHNA, AND D € ORING
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TABLE9
STUDY 4A: SAMPLE CHOICE TASK IN THE TWO PACKAGING CONDITIONS
Plastic condition
Plastic+paper condition
the hierarchical Bayes procedure in Sawtooth separately for the “plastic” and “plastic þ paper” conditions (table 10). Packaging and flavor attributes were dummy coded with paper packaging and dark chocolate flavor serving as the baseline. Price was coded linearly ($3.00 ¼ 0; $3.50 ¼ 1; $4.00 ¼ 2). Next, we ran one-way ANOVAs to compare individual-specific attribute utilities across packaging conditions.
Table 10 shows that, as one would expect, price had a negative utility, suggesting that people were significantly more likely to choose low-priced compared to high-priced chocolate bars across conditions. There was no significant difference in the utility of price across the “plastic” and “plastic þ paper” conditions ( F (1, 398) ¼ 0.02, p ¼ .901, g p 2 < 0.001). Flavor had a negative utility, which was not significantly different from zero, suggesting that people
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