”Zero” option in conjoint analysis A new specification of the indecision and the refusal. Application to the Video on Demand market

In conjoint analysis literature, the ”zero” option relates to the no choice due to the inappreciation of the scenarios presented within the frame of a survey. However, the econometric specification of this no choice, called refusal, is rarely tackled. Another type of no choice is the indecision in the choice making process resulting from the similarities of the scenarios. This second concept of no choice, labeled conflict, is presented by Tversky and Shafir (1992). The latter demonstrates that the consideration of the conflict disagrees with the utility maximisation theory or the rational theory of the choice.