Jane Tang presented research showing that the response scales used in pre-conjoint questions can condition respondents and influence their choices in the conjoint task. Using broad categories in pre-questions leads respondents to focus on fewer product features and be more price sensitive in conjoint, while narrow categories lead them to consider more features and be less sensitive to price. Specifically, respondents exposed to broad scales sorted objects into larger groups, applied looser inclusion criteria to categories, and had higher price elasticity in conjoint than those exposed to narrow scales. The conditioning from scales can be strategically used to direct attention to certain information.