Technical Brief

Modeling Aggregate Choice for Form and Function Through Metaconjoint Analysis

[+] Author and Article Information
Brian Sylcott

Department of Mechanical Engineering,
Carnegie Mellon University,
Pittsburgh, PA 15213
e-mail: sylcott@alumni.cmu.edu

Jonathan Cagan

Department of Mechanical Engineering,
Carnegie Mellon University,
Pittsburgh, PA 15213
e-mail: cagan@cmu.edu

Contributed by the Design Automation Committee of ASME for publication in the JOURNAL OF MECHANICAL DESIGN. Manuscript received August 28, 2013; final manuscript received July 26, 2014; published online October 20, 2014. Assoc. Editor: Harrison M. Kim.

J. Mech. Des 136(12), 124501 (Oct 20, 2014) (5 pages) Paper No: MD-13-1381; doi: 10.1115/1.4028274 History: Received August 28, 2013; Revised July 26, 2014

In the previous work, meta-attributes have been used to model the relationship between two groups of disparate product attributes. There, preference for form, function, and the relationship between the two were modeled for individual consumers. However, this approach is limited as designers are often called on to choose a design that best appeals to a group of consumers, not individuals. This work expands on the concept and makes it more generally applicable by adapting metaconjoint to model aggregate choice for consumer groups. The results from this work show that a metaconjoint approach can be used to model aggregate choice for form and function and can yield better results on holdout sample predictions than form or function alone.

Copyright © 2014 by ASME
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Grahic Jump Location
Fig. 2

Sample aesthetic preference trial

Grahic Jump Location
Fig. 3

Sample function preference trial

Grahic Jump Location
Fig. 4

Sample combined preference trial

Grahic Jump Location
Fig. 5

Plot of aesthetic design evaluations in combined survey

Grahic Jump Location
Fig. 6

Division of aesthetic design evaluations in combined survey



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