Introducing the visual conjoint, with an application to candidate evaluation on social media

HIGHLIGHTS

• What: The authors propose a method to modify the standard text-only "box conjoint" to make the treatment higher in external validity with respect to a common target context. The authors demonstrate that the visual conjoint more effectively encodes image-based information and endorsement information. The authors develop, therefore, a visual conjoint that maintains the advantages of an ordinary conjoint in terms of the full randomization of features but presents the profiles as images. The authors investigate the importance of social feedback, in the form of the number of followers of the hypothetical politician profiles and in . . .
  

   

  

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