Paper Title
Intransitive Consumer Preferences in a Multi Attribute Choice Experiment

Strong or neutral characteristics of attributes means the subjective importance of a given feature. According to our assumption it determines to what extent a given product attribute adds to the preference of an individual. By application of the Q-grid technique filtering of attributes can be possible. Our experiments affirmed our assumption that intransitivity in consumer preferences is inevitable and increasing with product complexity, multiattribute product-choices are however less intransitive than those based on the pure mathematical model. A further result is that volume of information has no significant influence on the choice. Keywordsó Preferences; Complexity; Importances; Intransitivity.