USE OF PURCHASE PREFERENCE OPTIONS TO INCREASE "NO PREFERENCE" FREQUENCIES IN PLACEBO PREFERENCE TESTS

Besides responses to the different stimuli being tested in a paired preference test, responses to identical "placebo" stimuli can be used as a screening tool to identify biased consumers. Those consumers who give preference responses to identical stimuli can be assumed to be biased. Accordingly, only the data from unbiased consumers need to be considered for the different stimuli. The problem with this procedure is that the sample size is reduced. The goal of the present research was to see whether using options associated with purchase intent, elicited a greater number of "No Preference" responses to identical "placebo" stimuli. It was found that they did. The increase was large when the preference options implied exclusivity. In conditions where the preference strength options were not so strong, the frequency of "No Preference" responses dropped accordingly.

PRACTICAL APPLICATIONS

A problem with paired preference testing is the tendency of consumers to give false preferences, which produces the seriously misleading overestimation of the proportion of consumers who have preferences for one or other of the products being assessed. The "placebo" condition is an important control for alleviating this problem. The statistical analysis can be improved by finding a protocol that maximizes the proportion of "No Preference" responses in the placebo condition. The key finding here is that using purchase intent questions rather than preference questions may possibly provide a way of achieving this aim.     

Molecular evidence for repeated hybridization events involved in the origin of the genus × Crepidiastrixeris (Asteraceae) using RAPDs and ITS data

We investigated the hybrid origin of × Crepidiastrixeris denticulato-platyphylla using RAPDs and ITS sequence data. The putative parents Paraixeris denticulata and Crepidiastrum platyphyllum represent separate species, irrespective of geographical origin. The occurrence of species specific RAPD markers from P. denticulata and C. platyphyllum in × C. denticulato-platyphylla established unambiguously a hybrid origin between the two taxa. This was in line with the occurrence of a combination of morphological characters such as plant habit and floret numbers. The parent taxa differed from each other by 7 nucleotide substitutions and 2 indel events in the ITS region. The hybrids showed sequence additivity and most likely represent F₁ plants, with the exception of two plants which were of possible F₂ origin, possessing either the ITS sequences of one parent only, or one predominant ITS type. The hybrids occurred in two out of three localities where the parents occurred sympatrically. This fact, together with the short life-span of the plants, suggests that × C. denticulato-platyphylla exists as a result of repeated, frequent hybridization between the parent species.  © 2006 The Linnean Society of London, Botanical Journal of the Linnean Society , 2006, 151 , 333–343.