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John R. Howell, Greg M. Allenby and Peter E. Rossi

This chapter discusses the use of conjoint analysis in litigation. The author summarizes key court decisions and motivates the use of conjoint analysis as a method of proof in specific litigation settings. The chapter then describes the basic elements of conjoint analysis and addresses several tactical considerations in using conjoint analysis. The specific use of conjoint analysis in a variety of litigation contexts is then summarized, including an extended summary of the use of conjoint analysis in a landmark smartphone dispute.