A study of the influence of the use of images in a conjoint analysis combined with check-all-that apply (CATA) questions on jams was carried out. The relative importance of flavor and the information presented in the label in the willingness to purchase and the perception of how healthy the product is has been evaluated. Sixty consumers evaluated the stimuli presented only in text format (session 1), and another group of 60 consumers did so by receiving the stimuli in text format along with an image of the product (session 2). In addition, for each stimulus, consumers answered a CATA question consisting of 20 terms related to their involvement with the product. The perception of healthy increased when the texts were accompanied with images and also increased when the text included information. Willingness to purchase was only influenced by the flavor of the jams. The presence of images did not influence the CATA question's choice of terms, which were influenced by the information presented in the text. The use of a check-all-that-apply question in concepts provided an interesting possibility when they were combined with the results from the conjoint analysis, improving the comprehension of consumers' perception. Using CATA questions as an alternative way of evaluating consumer involvement seems to be beneficial and should be evaluated much further.

中文翻译：

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使用联合分析结合 Check-All-That-Apply (CATA) 问题对图像评估的影响

对在联合分析中使用图像的影响进行了研究，并结合了所有适用 (CATA) 问题对卡纸的影响。已经评估了风味和标签中显示的信息在购买意愿和对产品健康程度的感知中的相对重要性。60 名消费者评估仅以文本格式呈现的刺激（会话 1），另一组 60 名消费者通过接收文本格式的刺激以及产品图像（会话 2）来进行评估。此外，对于每个刺激，消费者回答了一个 CATA 问题，该问题由 20 个与他们对产品的参与相关的术语组成。当文本带有图像时，健康的感知增加，当文本包含信息时，健康的感知也会增加。购买意愿仅受果酱味道的影响。图像的存在不影响 CATA 问题对术语的选择，后者受文本中提供的信息的影响。在概念中使用全选问题提供了一种有趣的可能性，当它们与联合分析的结果相结合时，提高了对消费者感知的理解。使用 CATA 问题作为评估消费者参与的替代方法似乎是有益的，应该进一步评估。在概念中使用全选问题提供了一种有趣的可能性，当它们与联合分析的结果相结合时，提高了对消费者感知的理解。使用 CATA 问题作为评估消费者参与的替代方法似乎是有益的，应该进一步评估。在概念中使用全选问题提供了一种有趣的可能性，当它们与联合分析的结果相结合时，提高了对消费者感知的理解。使用 CATA 问题作为评估消费者参与的替代方法似乎是有益的，应该进一步评估。