Applying conjoint analysis of consumer preferences to the development of utility-responsive health promotion programs

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Abstract
This paper describes a method for systematically incorporating the study of consumer preferences or utility judgements in health promotion program development research. It illustrates an attempt to integrate the science of consumer behavior with the science of health behavior modification, toward the end of utility-responsive health promotion. A method that appears to be particularly useful in the investigation of health promotion program consumer utility judgements is conjoint analysis. Conjoint analysis facilitates evaluation of consumer response to program features or attributes when they are considered jointly, rather than one at a time. It can be used to conduct program concept testing, or assessment of preference for diverse combinations of program attributes in various consumer groups. It thus aids in tailor fitting an intervention to specific segments of targeted populations, and in developing promotional materials. None the less, a literature search failed to reveal any applications of conjoint analysis to health promotion program development research. This paper briefly describes conjoint analysis and the potential benefits of its application in this area. A heuristic framework for applying conjoint analysis to health promotion program development is delineated, based on procedures followed during formative work on a smoking cessation program. Four stages of program development are outlined.

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