1 It’s What You Don’t Like That’s Important: Improving Conjoint Analysis by Incorporating Uncertainty Eelko K.R.E. Huizingh University of Groningen John C. Liechty * , Arnaud De Bruyn, Duncan K. H. Fong, Greg Elmer Pennsylvania State University October 2002 This research was supported by a grant from the Institute for the Study of Business Markets at Pennsylvania State University. * Corresponding Author: John Liechty, 701 M BAB, University Park, PA 16803, USA. Jcl12@psu.edu.