This paper has three purposes: (1) to develop a methodology based on axiomatic conjoint measure ment to accompany the McClelland (1980) fertility de cision-making model; (2) to demonstrate the use of the methodology by applying it to the study of a specific fertility-related behavior (contraceptive choice); and (3) to evaluate the usefulness and validity of the model and its methodology for studying fertility-re lated behaviors. The within-persons methodology de veloped is contrasted with the across-persons method ology customarily used to test expectancy-value models of behavior. Index terms: Conjoint mea surement, Contraception, Decision making, Expec tancy-value models, Preference models, Within-per sons analysis.
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Susan Kegeles, Michael O'Reilly, Robbie Toney, and Doreen Victor, and the many helpful editorial suggestions of Alice Healy and Lou McClelland. This paper is a revision of CRJP Technical Report No. 234 (July, 1981).
