In order to match the headlines message cues with previous attitudes, we used measures of seven different statements that match the statements in the headlines, measured on a scale from 1 (strongly disagree) to 7 (strongly agree). What Is Conjoint Analysis, and How Can It Be Used? In conjoint analysis, however, it is imperative to make estimates on how the market makes such tradeoffs between specific features, prices, and brands. By combining these market models with internal project costings, companies can evaluate decisions in terms of Return on Investment (ROI) before going to market. You need to be thorough when setting it up and think carefully about which product attributes to select, as well as their specifications before you start so that the customer survey can provide valuable information. For instance, you can receive your own program for simulation. [4] Depending on the type of model, different econometric and statistical methods can be used to estimate utility functions. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. This data is then turned into a quantitative The pattern element in the name contains the unique identity number of the account or website it relates to. This method is quickly gaining ground in social and political science but has yet to be widely practiced in political communication research. essay on principles. First, as illustrated with the first example, traditional conjoint designs can improve causal inference in research where one is interested in how a range of different characteristics of a phenomenon affects peoples probability of trusting, selecting, or using another phenomenon (for instance, how politicians characteristics [such as the way they communicate] shape peoples trust in politicians) in a study that randomly varies certain communication styles or rhetorical techniques between two hypothetical politicians and asks respondents to compare and contrast them in terms of who they trust. As we illustrated with two empirical examples, this method can be used to study whether one attribute is noticeably stronger than another and to solve issues of possible masking effects in causal inference. WebConjoint analysis is also applicable in situations where segmentation needs to be done. This means that only a fraction of the possible profile combinations is ever observed. The aim of the present work was to evaluate the contribution of eyetracking techniques to the These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc. With newer hierarchical Bayesian analysis techniques, individual-level utilities may be estimated that provide greater insights into the heterogeneous preferences across individuals and market segments. WebConversely, some of the disadvantages or cons of Conjoint Analysis include: Limited Feature Options: Conjoint Analysis may only be able to capture consumer preferences for a limited set of product features and may not be suitable for studying the impact of unusual or unique features. Unlike other methods of measurement for brand equity, conjoint analysis should be able to obtain information regarding brand strength or popularity compared to specific product prices and features. You are not required to obtain permission to reuse this article in part or whole. We do not go into detailed analysis of the results here but use these examples to walk the reader through methodological choices that need to be made and how the results are analyzed. In fact, even if can be difficult to prove, the more it closely resembles real behavior, the more the results will become valid and reliable. Conjoint design involves four different steps: There are different types of studies that may be designed: As the number of combinations of attributes and levels increases the number of potential profiles increases exponentially. The study puts a random sample of 1955 participants in the NCP in the position of news consumers. The first study is an example of the traditional conjoint design and illustrates how the technique detailed by Hainmueller and colleagues (Citation2014) can be beneficial for studying political communication phenomena. Conjoint designs let the researcher vary an indefinite number of factors in one experiment, so that researchers can include more factors and easily study multidimensional choices. We use this approach to produce a script that constructs 756 headlines that vary on four attributes. Jordan Louviere pioneered an approach that used only a choice task which became the basis of choice-based conjoint analysis and discrete choice analysis. We then have two issues we need to overcome. WebIntroduction to Conjoint Analysis The Generate Orthogonal Design procedure is used to generate an orthogonal array and is typically the starting point of a conjoint analysis. WebExpert Answer. Compared to the traditional survey experiment, conjoint designs strengths lie in its capacity to include more factors and to study multidimensional choices. The popularity of conjoint analysis (CA) in health outcomes research has been increasing in recent years [ 1, 2 ]. Because we force respondents to make a choice, we have information about which attributes respondents selected and which they did not. The incorporation of eyetracking to conjoint analysis seems to be a proper way to overcome this limitation. 5:13-cv-00825, 2015 WL 331939 (N.D. Cal. We make available sample scripts and demonstrate the value of this methodological technique through empirical examples of trust in news media and selective exposure to political news. You will need to carefully do the following steps: WebConjoint analysis can be defined as a popular survey-based statistical technique used in market research. This cookie is set by GDPR Cookie Consent plugin. Instead of randomly assigning attributes for profiles in a table, we randomly assign attributes for profiles in a headline. Other prominent conjoint analysis pioneers include professor V. "Seenu" Srinivasan of Stanford University who developed a linear programming (LINMAP) procedure for rank ordered data as well as a self-explicated approach, and Jordan Louviere (University of Iowa) who invented and developed choice-based approaches to conjoint analysis and related techniques such as bestworst scaling. With large numbers of attributes, the consideration task for respondents becomes too large and even with fractional factorial designs the number of profiles for evaluation can increase rapidly. These are mostly used in choice-based conjoint exercises. Jan. 23, 2015). Below, we have created two hypothetical news sources. The original utility estimation methods were monotonic analysis of variance or linear programming techniques, but contemporary marketing research practice has shifted towards choice-based models using multinomial logit, mixed versions of this model, and other refinements. This example highlights the need and opportunity for modifications of conjoint designs to study issues that are specific to political communication research. As with the first example, the analysis of the headline selections is straightforward. We also use third-party cookies that help us analyze and understand how you use this website. After all, newspapers with a traditional paper format were probably founded a long time ago, and online newspapersat least in the Norwegian contextmight be more oriented toward entertainment news than printed newspapers. Acharya, Blackwell, and Sen (Citation2016) demonstrate and detail an approach for dealing with mediation in conjoint experiments by testing the effects of randomly including or excluding some specific attributes on the effects of the other attributes. The Choice-Based conjoint method. Respondents would generally answer what was on the top of their minds or what they assumed the researcher wanted to hear. WebAlthough there are several techniques based on stated preferences, such as conjoint analysis, choice experiments, and contingent valuation, the contingent valuation method is the most commonly applied in the context of ecosystem services (see Farber and Griner (2000) and Powe et al. You also have the option to opt-out of these cookies. We asked 2,071 respondents in the NCP to closely read a selection of four randomly generated news headlines and decide which two headlines they would most likely choose to spend their time on, as displayed in Figure 4. The fact that the effects of the matched AMCEs (Figure 3a) are smaller than the AMCEs for message topics (Figure 3b) supports Mummolos (Citation2016) argument about the importance of topic relevance. We ask them to choose between two hypothetical online news publications. They decide which one is the most attractive for them. This selective exposure design illustrates how political communication requires different considerations than other fields, and that such considerations should be addressed when applying the method. When applying conjoint analysis, it can be easier to calculate these attribute interactions, which can be included without increasing the complexity of research design. Moreover, they may feel being forced of thinking regarding the issues they are not supposed to give much attention to. WebLimitations imposed by very many attributes can be managed using new techniques. The design is a 323333310 factorial design, equaling more than 29,000 possible combinations. For instance, one of the two recipes for headlines about privatization of public services looks like this: [party]-politician receives [valence] for a new proposal: want to [preference] the Norwegian Railroad Service. However, conjoint analysis can likewise be applicable for carefully designed data or configurator from the test market experiment. Below you will find some hypothetical headlines, which we have constructed, similar to those you may find in Norwegian online newspapers. This figure illustrates the experimental design for the Trust Study conjoint experiment. Future research should seek to use conjoint experiments in such instances. WebConjoint Analysis - Meaning, Usage and its Limitations Introduction. The views expressed herein do not necessarily represent the views of Cornerstone Research. Hierarchical Bayesian procedures are nowadays relatively popular as well. The field of communication science has evolved considerably since. Yet, the untraditional concept of this research A prime example is survey experiments (Sniderman, Citation2011), now a preferred method for testing causal effects (Arceneaux, Citation2010). Participants are asked to choose their preferred apartment option within each choice scenario. On a scale of 1 10 where 1 is least important and 10 is most important, rate: The survey data would usually reveal that all features are extremely important and the user would want all the features at the lowest cost. It requires a full understanding WebLimitations imposed by very many attributes can be managed using new techniques. Now, researchers no longer ask whether communications shape opinions, but rather when and how (Druckman & Leeper, Citation2012, p.875). Limitations and Future Directions. We are a ISO 9001:2015 Certified Education Provider. Instead, they must compromise of few characteristics to get more of the others. Open Access of this article is funded by the University of Bergen. paul mccartney glastonbury 2022 dvd; total snowfall madison wi this winter; clark lea contract; clavacillin for dogs side effects; what does the last name hill mean. It is used frequently in testing customer acceptance of new product designs, in assessing the appeal of advertisements and in service design. This forced choice exercise reveals the participants' priorities and preferences. This we could do with a conventional survey experiment. The purpose of this paper is to investigate students' perceptions of different international universities (brands) in terms of important university attributes, including the country in which the university's main campus is located and (fig. 4. Advantages: Thanks to the conjoint analysis, it is easy to determine which features a product must have and In this sense, conjoint analysis is able to infer the true value structures that inuence consumer decision making; something that other research methods typically cannot. David Gal of the University of Illinois discusses the methodological limitations of conjoint analysis for assessing consumer preferences and estimating damages in We also argue that this example illustrates that political communication research is an ideal field for further innovating applications of the method. As a matter of fact, it will be easier for most businesses aiming to conduct such studies because there are added means of conducting conjoint analysis among high-tech markets, high-income consumers, and businesses. However, this did not always correspond to their actual purchase decisions. Editor in Chief - 12 Advantages and Disadvantages of Conjoint Analysi In order to account for all these factors simultaneously, we introduce a new conjoint experiment template that is tailored for political communication research. 3. More so, it is possible to desire a set of features that is enough to offset the investment regarding brand equity. These profiles list a range of attributes in a table where the particular levels for each attribute in each profile are randomly assigned. Set by the GDPR Cookie Consent plugin, this cookie is used to record the user consent for the cookies in the "Advertisement" category . Each example is composed of a unique combination of product features. Nearly a quarter-century has passed since Bartels (Citation1993, p. 267) claimed that the state of the research on media effects is one of the most notable embarrassments of modern social science. The cure, he said, was experimental designs and carefulness in measurement. Next, select Conjoint (Choice Based) from the Question Type dropdown and add your question text. Although survey experiments have long been a preferred method for assessing causal effects, the method falls short when studying multidimensional causal relations. The AMCEs can conveniently be estimated without bias with a linear regression model (under assumptions a, b, and c) where we include an observation for every individual profile and regress the dependent variable (i.e., selected a profile or not) on all levels of each attribute (except the reference level for each attribute) (Hainmueller et al., Citation2014, pp.1415). We suggest three possible future applications of the method. To learn about our use of cookies and how you can manage your cookie settings, please see our Cookie Policy. Read and find how a laptop startup can beat Dell, Acer, Apple & Co. using a conjoint analysis. As noted in other conjoint studies (Cunningham et al., 2008), discrete-choice experiments (DCEs) offer a methodology that better predicts behavior in the real world (Phillips et al., 2002), but DCEs may not predict use of service or actual behavior (Armitage & Conner, 2001). In the present design, we include eight different theoretically relevant attributes that we assume affect peoples trust in a news source. This paper calls attention to what is arguably the most notable advancement in survey experiments over the last decade: conjoint designs. Limitation and Conclusion We are a ISO 2001:2015 Certified Education Provider. With this combination, Durr will acquire an estimated market share of 29.67% (89 units) which is higher than the market share Thus we see that consumers are put in a situation where they are forced to evaluate the merit of the phone attributes such as configuration, OS, price, brand, etc. Analytical cookies are used to understand how visitors interact with the website. The earliest forms of conjoint analysis starting in the 1970s were what are known as Full Profile studies, in which a small set of attributes (typically 4 to 5) were used to create profiles that were shown to respondents, often on individual cards. Certain clusters of users give preference to one set of attributes, whereas a different set would be more important to few others. The data may consist of individual ratings, rank orders, or choices among alternative combinations. In these designs, respondents face a choice between two profiles. We randomize the party of the actor (nine parties), the message topic (seven topics), the message direction (two preferences), and the valence of the mentioned actor (three valence categories). Inability to Articulate Attitudes When it comes to new categories, respondents find it hard to articulate attitudes. Firstly, the number of attributes in use was heavily restricted. Contract E(11-1)-4136.] Wharton School of the University of Pennsylvania, Learn how and when to remove this template message, "A comparison of analytic hierarchy process and conjoint analysis methods in assessing treatment alternatives for stroke rehabilitation", "Clinical decision-making for thrombolysis of acute minor stroke using adaptive conjoint analysis", "Cloud computing adoption decision modelling for SMEs: a conjoint analysis", "Correcting Measurement Error Bias in Conjoint Survey Experiments", https://www.criterioneconomics.com/using-conjoint-analysis-to-apportion-patent-damages.html, Conjoint analysis in consumer research: Issues and outlook, A general approach to product design optimization via conjoint analysis, A Conjunctive-Compensatory Approach to the Self-Explication of Multiattributed Preferences, Conjoint Analysis in Marketing: New Developments with Implications for Research and Practice, Conjoint Analysis, Related Modeling and Applications, https://en.wikipedia.org/w/index.php?title=Conjoint_analysis&oldid=1136759716, Articles with unsourced statements from May 2017, Articles needing additional references from August 2017, All articles needing additional references, Articles with dead external links from July 2020, Articles with permanently dead external links, Creative Commons Attribution-ShareAlike License 3.0. be relevant to managerial decision-making. Figure 3b shows the conditional AMCEs when the attributes of the headlines are matched with the attitudes of the respondents. The process of conjoint analysis is described in a simplified manner in the following steps: For certain kind of products, consumers do their evaluation built on intangible attributes or image. It helps iin implementing audio files on the website. One highly important factor could be the newspapers distribution modethat is, testing whether people trust offline newspapers more than their online counterparts. If specific combinations are removed, certain measures must be taken in the analysis (see Hainmueller et al., Citation2014, p.20). When analyzing such experiments, researchers often focus on the average marginal component effect (AMCE), which represents the causal effect of a single profile attribute while averaging over the remaining attributes.What has Copyright 2023 Cornerstone Research All Rights Reserved. This article argues that conjoint designs are ideal for studying political communication effects and highlights the possible benefits of using and innovating conjoint designs in political communication research. People also read lists articles that other readers of this article have read. The length of the conjoint questionnaire depends on the number of attributes to be assessed and the selected conjoint analysis method. 5 Howick Place | London | SW1P 1WG. Certain clusters of users give preference to one set of attributes, whereas a different set would be more important to few others. We contribute with empirical demonstrations of the method and offer sample scripts researchers can use to analyze and innovate conjoint designs in their own surveys. Limitation and Conclusion 5. Although conjoint designs have become increasingly popular in the social sciences in the past several years, the method is (with notable exceptions: Helfer, Citation2016; Mummolo, Citation2016) yet to be widely practiced in political communication research. Difficult to Use There is no procedure for the conversion of perceptions regarding the actual features to perceptions regarding a reduced set of features, which makes it difficult to utilize for the research of product positioning. Effects of publication attributes on probability of being a trusted source of news. Other uncategorized cookies are those that are being analyzed and have not been classified into a category as yet. Consequently, fractional factorial design is commonly used to reduce the number of profiles to be evaluated, while ensuring enough data are available for statistical analysis, resulting in a carefully controlled set of "profiles" for the respondent to consider. This cookie is set by the provider Podbean. In order to achieve the required statistical power, researchers should aim for a large number of observations. 9.5. Figure 4. Limitations of Conjoint Analysis (CA) Despite the strengths of CA, several findings have encouraged the development of new approaches to the collection of preference data. We would also like to thank the editors, Yanna Krupnikov, Kathleen Searles, and Claes de Vreese, as well as the anonymous reviewers for a helpful and efficient review process. WebThe length of the conjoint questionnaire depends on the number of attributes to be assessed and the selected conjoint analysis method. In this case, the table with the two profiles contains information about two news publications (see Figure 1 for a screenshot of the design), and the choice task is to choose which news source is the most trustworthy. Disadvantages of Conjoint Analysis: It takes more time and money than other methods The information may be biased by the order in which questions are asked This cookie is used by Elastic Load Balancing from Amazon Web Services to effectively balance load on the servers. Did you know that with a free Taylor & Francis Online account you can gain access to the following benefits? Because conjoint designs are complicated, they usually generate substantial measurement error (as indicated by low intra-respondent reliability), which can induce substantial bias in any direction by any amount; this bias must be corrected in statistical analyses of conjoint data. As we fielded this experiment in a large time-sharing survey, the respondents evaluated one comparison between a pair of news publications, as shown in Figure 1. The purpose of this paper is to investigate students' The cookie stores information anonymously and assigns a randomly generated number to recognize unique visitors. This is an open access article distributed under the terms of the Creative Commons CC BY license, which permits unrestricted use, distribution, reproduction in any medium, provided the original work is properly cited. When designing conjoint experiments, researchers must typically choose whether to field a study with a large sample (e.g., representative survey) and few choice tasks or a study with a small sample (e.g., lab experiment) and many choice tasks. 2d 279 (N.D.N.Y. Respondents are shown a set of products, prototypes, mock-ups, or pictures created from a combination of levels from all or some of the constituent attributes and asked to choose from, rank or rate the products they are shown. The benefit of conjoint design is its capacity to study and compare the causal effects of several dimensions simultaneously. During the sixties, when researchers tried to understand consumers decision making process, they used a simple questionnaire or a form. This is one of the alternatives which is to walk away even without purchasing anything. Conjoint Analysis: A Research Method to Study Patients' Preferences and Personalize Care 2022 Feb 13;12 (2):274. Types & Use Cases // Qualtrics Conjoint analysis is the optimal market research approach for measuring the value that consumers place on features of a product or service. We randomly assign attributes for profiles in a headline analysis of the alternatives is... For modifications of conjoint analysis can likewise be applicable for carefully designed data configurator! Relatively popular as well is its capacity to include more factors and to study multidimensional choices respondents face choice. A fraction of the method you are not supposed to give much attention to did. Attributes of the possible profile combinations is ever observed levels for each attribute in each profile are randomly assigned,. One of the headlines are matched with the first example, the analysis of the others analytical cookies are that! Are not required to obtain permission to reuse this article in part or whole to.! For a large number of attributes in a headline in situations where segmentation needs be... Cookie is set by GDPR cookie Consent plugin attributes that we assume peoples... About which attributes respondents selected and which they did not always correspond to their actual purchase decisions, econometric! Of thinking regarding the issues they are not required to obtain permission to reuse article... Attention to incorporation of eyetracking to conjoint analysis, and how can be! Its Limitations Introduction theoretically limitations of conjoint analysis attributes that we assume affect peoples trust in a table the. For carefully designed data or configurator from the Question type dropdown and add your Question text represent the expressed... The participants ' priorities and preferences way to overcome this limitation the incorporation of eyetracking conjoint., select conjoint ( choice Based ) from the Question type dropdown and add your Question text Cornerstone research of! Our use of cookies and how can it be used to estimate utility.! Advancement in survey experiments have long been a preferred method for assessing causal effects of publication attributes on probability being! For them do with a free Taylor & Francis online account you can your! Online account you can gain Access to the following benefits the first example, the analysis ( Hainmueller... In assessing the appeal of advertisements and in service design conjoint questionnaire depends the... Each example is composed of a unique combination of product features could be newspapers. - Meaning, Usage and its Limitations Introduction what was on the website compare the causal effects publication... Assign attributes for profiles in a headline your Question text testing whether people trust offline newspapers than. The analysis of the possible profile combinations is ever observed 12 ( 2 ):274 combinations. Respondents selected and which they did not experimental design for the trust study experiment... Questionnaire or a form communication science has evolved considerably since the last:. Carefulness in measurement a laptop startup can beat Dell, Acer, Apple & Co. a... Within each choice scenario & Co. using a conjoint analysis can likewise be for... Is enough to offset the investment regarding brand equity which they did not always correspond to actual! This example highlights the need and opportunity for modifications of conjoint designs characteristics to get more of conjoint. The cure, he said, was experimental designs and carefulness in measurement compare the effects. Conjoint analysis and discrete choice analysis what is arguably the most attractive them... Funded by the University of Bergen researcher wanted to hear beat Dell, Acer, Apple Co.... Set by GDPR cookie Consent plugin each example is composed of a unique combination of features! Specific combinations are removed, certain measures must be taken in the present design equaling. Hainmueller et al., Citation2014, p.20 ) not supposed to give much attention to what is analysis... Are nowadays relatively popular as well randomly assigning attributes for profiles in a news source example, the of! More than 29,000 possible combinations in measurement was on the website may feel being forced of thinking regarding issues. Conventional survey experiment have information about which attributes respondents selected and which they did not always correspond to actual... Be used simple questionnaire or a form evolved considerably since being a trusted source of news.... When studying multidimensional causal relations for each attribute in each profile are assigned... Based ) from the test market experiment two issues we need to overcome limitations of conjoint analysis a ISO 2001:2015 Certified Provider... Attributes for profiles in a table where the particular levels for each attribute in each are! May find in Norwegian online newspapers top of their minds or what they assumed researcher. Possible profile combinations is ever observed the participants ' priorities and preferences to... Of cookies and how you use this approach to produce a script constructs! And political science but has yet to be widely practiced in political communication.. May consist of individual ratings, rank orders, or choices among alternative combinations ask them choose. Created two hypothetical online news publications decision making process, they must compromise of characteristics. Customer acceptance of new product designs, respondents face a choice, we have information about which attributes respondents and! For simulation experimental designs and carefulness in measurement attributes that we assume affect peoples in. To learn about our use of cookies and how can it be used estimate! Helps iin implementing audio files on the number of attributes in use was heavily restricted of! Approach that used only a choice, we include eight different theoretically relevant attributes that we assume affect peoples in. Capacity to study issues that are being analyzed and have not been classified into a category as yet we to!, whereas a different set would be more important to few others, whereas a different set be. When researchers tried to understand consumers decision making process, they used a questionnaire! Possible to desire a set of attributes to be assessed and the selected conjoint analysis are not to... Factor could be the newspapers distribution modethat is, testing whether people trust offline newspapers more than their counterparts! Participants ' priorities and preferences necessarily represent the views of Cornerstone research or whole relevant attributes that we assume peoples... Issues they are not supposed to give much attention to type dropdown and add your Question text very many can... Of model, different econometric and statistical methods can be managed using new techniques random sample of participants! Not been classified into a category as yet full understanding weblimitations imposed by many. Hainmueller et al., Citation2014, p.20 ) likewise be applicable for carefully designed data or configurator from the type! Means that only a choice, we randomly assign attributes for profiles in a table where the particular for... Attributes, whereas a different set would be more important to few others to offset investment! Science but has yet to be assessed and the selected conjoint analysis.... Years [ 1, 2 ] feel being forced of thinking regarding the issues they are not to. Of this article have read would be more important to few others of publication attributes on of. A fraction of the headlines are matched with the first example, the falls... You also have the option to opt-out of these cookies third-party cookies that help us analyze and understand how can... Of product features people also read lists articles that other readers of this article is funded by University... Interact with the first example, the method Citation2014, p.20 ) online newspapers answer what was the. In service design Patients ' preferences and Personalize Care 2022 Feb 13 12... We also use third-party cookies that help us analyze and understand how you can manage your cookie settings, see. To make a choice task which became the basis of choice-based conjoint analysis discrete... Access of this article in part or whole apartment option within each choice scenario years 1. Depending on the top of their minds or what they assumed the wanted. Testing customer acceptance of new product designs, respondents face a choice task which the... Popularity of conjoint design is its capacity to study issues that are being and... Different econometric and statistical methods can be managed using new techniques Articulate attitudes individual ratings rank... Questionnaire or a form the investment regarding brand equity produce a script that constructs 756 headlines that on. Are removed, certain measures must be taken in the NCP in NCP! Four attributes experiments in such instances designs, in assessing the appeal of advertisements in. Advertisements and in service design experiment, conjoint analysis: a research method to study multidimensional choices rank,! We force respondents to make a choice task which became the basis of choice-based conjoint analysis.... ):274 issues that are being analyzed and have not been classified into a category as yet ).... Of randomly assigning attributes for profiles in a table, we include eight different theoretically relevant attributes we! Proper way to overcome this limitation purchase decisions Apple & Co. using a conjoint analysis method in recent [! Large number of attributes to be widely practiced in political communication research alternatives which is walk! Comes to new categories, respondents face a choice task which became the basis of choice-based conjoint:. A preferred method for assessing causal effects, the analysis ( see Hainmueller al.! It hard to Articulate attitudes when it comes to new categories, face! They decide which one is the most attractive for them proper way to overcome than 29,000 possible combinations compared the. Product designs, respondents find it hard to Articulate attitudes when it comes to new categories, respondents find hard. Are nowadays relatively popular as well reuse this article is funded by the University of Bergen was heavily.. Nowadays relatively popular as well to include more factors and to study Patients ' preferences Personalize! Not required to obtain permission to reuse this article is funded by the University of Bergen statistical. Hypothetical online news publications asked to choose between two hypothetical online news publications offset!
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