Examining the Impact of Negative Attributes On Consumer Preference and Willingness to Pay in the Vacation Ownership Industry: A Conjoint Analysis

Amy M. Gregory

Abstract

Examining the Impact of Negative Attributes On Consumer Preference and Willingness to Pay in the Vacation Ownership Industry: A Conjoint Analysis This study employs a conjoint analysis approach to examine consumer preference and willingness to pay for the vacation ownership (timeshare) product. The study focuses on attributes that have been classified as negative attributes during the sales process to determine if the anticipated effect of reductions in preference and willingness to pay are supported. With a sample size of 3,200 respondents familiar with the timeshare product, the findings challenge contemporary literature that suggests purchase incentives negatively impact consumer preference and willingness to pay.