A comparison of ®ve elicitation techniques for elicitation of attributes of low involvement products Tino Bech-Larsen * , Niels Asger Nielsen The MAPP Centre, The Aarhus School of Business, Haslegaardsvej 10, DK-8210 Aarhus V, Denmark Received 12 December 1997; received in revised form 17 July 1998; accepted 27 July 1998 Abstract The critical®rst step for most instruments used in analysing consumer choice and moti- vation is the identi®cation of product attributes which are important to the consumer and f which there are dierences among the available product alternatives. A number of techniqu ranging from the complex elicitation of idiosyncratic attributes or simpler picking procedure have been developed to elicitate such attributes. The purpose of the study presented here i compare attributes of a low involvement product, viz. vegetable oil, elicited by ®ve dierent techniques on a number of dimensions directed from theories of consumer buying behaviou Although a number of dierences between the techniques are identi®ed in the study, the m ®ndings are that the robustness of the dierent techniques for attribute elicitation is consid erable. Ó 1999 Elsevier Science B.V. All rights reserved. PsycINFO classi®cation: 2260; 3920 JEL classi®cation: C80; M30 Keywords: Attribute elicitation; Low involvement buying behaviour Journal of Economic Psychology 20 (1999) 315±341 www.elsevier.com/locate/joep * Corresponding author. Tel.: +45-89-486448; fax: +45-86-150177; e-mail: tino.bech-larsen@mar.hha. 0167-4870/99/$ ± see front matter Ó 1999 Elsevier Science B.V. All rights reserved. PII: S 0 1 6 7 - 4 8 7 0 ( 9 9 ) 0 0 0 1 1 - 2