We use discrete choice analysis to study the role of crux and sentinel attributes in product choice. We introduce the distinction between types of attributes that become important when designing products geared at changing people’s behavior, such as buying recycled goods.

MacDonald, E., Gonzalez, R., & Papalambros, P. (2009). Construction of preference for  crux and sentinel product attributes. Journal of Engineering Design, 20, 609-626.

doi:10.1080/09544820802132428 (PDF)

Abstract

Designers often attempt to find preferences that users have for products and their attributes. Applying theory from behavioural psychology, we demonstrate that product preferences are not ‘found’ in people, but rather constructed by people on an as-needed basis. The demonstration explores the relationship between crux product attributes, which are both important and difficult for people to assess, and sentinel attributes, which are easy to assess and have a perceived association with a crux attribute. A relationship between crux and sentinel attributes is proposed, supported by the results of a case study involving design of paper towels, where a discrete choice survey is analysed using a new technique called the full factorial marketplace. We generalise our approach to a constructed preferences design method that can be used to identify crux/sentinel relationships between product attributes.