APPLYING CONJOINT-ANALYSIS TO SOCIAL ADVERTISEMENTS

A pilot field study (N=30) explored the feasibility of using conjoint analysis to examine important attributes of mass-mediated messages. Conjoint analysis is a technique typically used for measuring consumer trade-offs among multi-attributed products or services; however, little research has been conducted as to whether this type of analysis is appropriate for the study of more complex stimuli, like social advertisements. Using a fractional factorial design, 16 advertisements (copy only) promoting recycling were developed, each comprised of three factors: spokesperson, message/setting, and sponsor/format. Results revealed that the message/setting factor was most important to respondents, with a relative importance of 65.4%. Congruency between setting and message was highly valued. Spokesperson was the second most important factor at 31%; however, the most motivating spokesperson varied depending on the audience segmentation strategy used. Sponsor and format was the least important message attribute, with a relative importance of only 4.1%. Overall, conjoint analysis did an adequate job of depicting both individual and group preferences for particular message attributes. These results lead us to conclude that conjoint methodology is an interesting, creative and effective way to gather information not only about traditional products and services, but for designing advertisements as well. Research and managerial implications of extending conjoint analysis to the domain of advertisements are discussed.