Hence, this paper attempts to address the vacuum of qualitative discourse addressing the epistemological and methodological aspects of conjoint analysis In experimental approaches to selective exposure, respondents are often required to make a choice and select one or more news stories over others. Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors. Each attribute can then be broken down into a number of levels. Unlike other methods of measurement for brand equity, conjoint analysis should be able to obtain information regarding brand strength or popularity compared to specific product prices and features. The procedure of conjoint analysis involves the gathering of data through marketing research survey. In order to achieve the required statistical power, researchers should aim for a large number of observations. Although survey experiments have long been a preferred method for assessing causal effects, the method falls short when studying multidimensional causal relations. Data for conjoint analysis are most commonly gathered through a market research survey, although conjoint analysis can also be applied to a carefully designed configurator or data from an appropriately designed test market experiment. As we fielded this experiment in a large time-sharing survey, the respondents evaluated one comparison between a pair of news publications, as shown in Figure 1. Acharya, Blackwell, and Sen (Citation2016) demonstrate and detail an approach for dealing with mediation in conjoint experiments by testing the effects of randomly including or excluding some specific attributes on the effects of the other attributes. Enables Purchase Decisions Respondents are able to choose none-of-these option in making purchase decisions. The cookie is used to store the user consent for the cookies in the category "Performance". We make available sample scripts and demonstrate the value of this methodological technique through empirical examples of trust in news media and selective exposure to political news. Jan. 23, 2015). No potential conflict of interest was reported by the authors. paul mccartney glastonbury 2022 dvd; total snowfall madison wi this winter; clark lea contract; clavacillin for dogs side effects; what does the last name hill mean. The traditional survey experiment has well-known restrictions regarding the number of factors we can study at any one time. This article argues that conjoint designs are ideal for studying political communication effects and highlights the possible benefits of using and innovating conjoint designs in political communication research. Figure 4. Conjoint analysis requires a bit of effort. We asked 2,071 respondents in the NCP to closely read a selection of four randomly generated news headlines and decide which two headlines they would most likely choose to spend their time on, as displayed in Figure 4. In addition, we demonstrated that conjoint designs can be tailored and innovated to address issues that are specific to political communication, such as selective exposure. One approach is to technically include these other factors but simply hold them constant at one value (e.g., include only old newspapers with no entertainment news). Given the assumptions mentioned earlier, we can estimate the average marginal treatment effect of the components in the headlines. Conjoint analysis originated in mathematical psychology and was developed by marketing professor Paul E. Green at the Wharton School of the University of Pennsylvania. WebPurpose: In recent times, many universities have been pressured to become heavily involved in university branding. As we illustrated with two empirical examples, this method can be used to study whether one attribute is noticeably stronger than another and to solve issues of possible masking effects in causal inference. For instance, if we, following the aforementioned example, experimentally manipulate the distribution mode, we cannot know whether we have identified the effect of the newspaper format or simply that this effect is masking the effect of other factors, such as the newspapers age or use of entertainment news. Because conjoint designs are complicated, they usually generate substantial measurement error (as indicated by low intra-respondent reliability), which can induce substantial bias in any direction by any amount; this bias must be corrected in statistical analyses of conjoint data. One highly important factor could be the newspapers distribution modethat is, testing whether people trust offline newspapers more than their online counterparts. These products mostly comprise of luxury items where the emotional factor rather than the rational side dominates. With this combination, Durr will acquire an estimated market share of 29.67% (89 units) which is higher than the market share WebExpert Answer. Hierarchical Bayesian procedures are nowadays relatively popular as well. There are some limitations to self-explicated conjoint analysis, including an inability to trade off price with other attribute bundles. In this situation, the respondent always prefers the lowest price, and other conjoint analysis models are more appropriate. MSG Content Team comprises experienced Faculty Member, Professionals and Subject Matter Experts. This limitation is pertinent for political communication research, as the study of political communication is to a large degree a study of multidimensional causal relations. Your conjoint question should be on a page by itself. Future research should seek to use conjoint experiments in such instances. WebThe process of conjoint analysis is described in a simplified manner in the following steps: Recognizing the product attributes: configuration, brand, price, etc in the above case. To isolate the effect of distribution mode, we need to account for other factors that might mask the actual effects. First, as illustrated with the first example, traditional conjoint designs can improve causal inference in research where one is interested in how a range of different characteristics of a phenomenon affects peoples probability of trusting, selecting, or using another phenomenon (for instance, how politicians characteristics [such as the way they communicate] shape peoples trust in politicians) in a study that randomly varies certain communication styles or rhetorical techniques between two hypothetical politicians and asks respondents to compare and contrast them in terms of who they trust. WebIn applications of conjoint analysis, results obtained at the individual level have to be aggregated for managerial purposes. Moreover, an attempt is made to provide the past and current status of research done along with its contribution, relevance and future research agenda in the field of research. Basically, you can gain thorough understanding about the market and the value or your services or products as how respondents see it. The data may consist of individual ratings, rank orders, or choices among alternative combinations. The term conjoint analysis has been used in market research as a statistical technique to determine how people would value various attributes such as benefits, feature and function, making up a product or service. Conjoint analysis techniques may also be referred to as multiattribute compositional modelling, discrete choice modelling, or stated preference research, and are part of a broader set of trade-off analysis tools used for systematic analysis of decisions. It will analyze how the respondents make preferences between the products in order to determine implicit valuation of individual elements. Weblated) limitations in the concluding section. The original utility estimation methods were monotonic analysis of variance or linear programming techniques, but contemporary marketing research practice has shifted towards choice-based models using multinomial logit, mixed versions of this model, and other refinements. WebConjoint analysis is one of the most effective models in extracting consumer preferences during the purchasing process. The full list of attributes and attribute levels are shown on the Y-axis in Figure 2. The inclusion of several attributes can result in absurd or impossible combinations (e.g., a 20-year-old medical doctor with 30years of work experience) (Hainmueller et al., Citation2014,p.9). This design enables an analysis of the effects of a publications distribution mode (Kiousis, Citation2001) and reveals possible masking effects, and compares the distribution mode effects to the effects of other relevant attributes such as the amount of entertainment news (Ladd, Citation2012), and the age of the publication. In cases like these, the logic of conjoint analysis does not apply. However, despite its popularity, the assumptions and performance of conjoint analysis have been subject to relatively little scrutiny. We will briefly introduce some important further developments in Sect. Figure 3. In the following section, we suggest a research agenda for how conjoint analysis can improve political communication research and how political communication can improve the method. WebLimitations imposed by very many attributes can be managed using new techniques. 6. In fact, even if can be difficult to prove, the more it closely resembles real behavior, the more the results will become valid and reliable. Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. For instance, one of the two recipes for headlines about privatization of public services looks like this: [party]-politician receives [valence] for a new proposal: want to [preference] the Norwegian Railroad Service. Register a free Taylor & Francis Online account today to boost your research and gain these benefits: Beyond the Limits of Survey Experiments: How Conjoint Designs Advance Causal Inference in Political Communication Research, The benefits of experimental methods for the study of campaign effects, The number of choice tasks and survey satisficing in conjoint experiments, Messages received: The political impact of media exposure, Information equivalence in survey experiments, Learning more from political communication experiments: Pretreatment and its effects, Conjoint measurement for quantifying judgmental data, Validating vignette and conjoint survey experiments against real-world behavior, Causal inference in conjoint analysis: Understanding multidimensional choices via stated preference experiments, Media effects on politicians: An individual-level political agenda-setting experiment, Selective exposure to campaign communication: The role of anticipated agreement and issue public membership, Public trust or mistrust? Conjoint design involves four different steps: There are different types of studies that may be designed: As the number of combinations of attributes and levels increases the number of potential profiles increases exponentially. It requires a full understanding When designing conjoint experiments, researchers must typically choose whether to field a study with a large sample (e.g., representative survey) and few choice tasks or a study with a small sample (e.g., lab experiment) and many choice tasks. When designing conjoint experiments, one must choose which, and how many, attributes to include in the experiment. However, selective exposure in the real world involves multidimensional choices with many factors, such as the partisan reputation of the source (source cues; Mummolo, Citation2016), the pro or con message frame of an issue (message cues; Knobloch-Westerwick et al., Citation2017), the valence of the headline (negativity bias; Knobloch-Westerwick et al., Citation2017), and the political actors (e.g., a political candidate) mentioned in the headline (party cues; Iyengar, Hahn, Krosnick, & Walker, Citation2008). You need to be thorough when setting it up and think carefully about which product attributes to select, as well as their specifications before you start so that the customer survey can provide valuable information. Although conjoint designs have become increasingly popular in the social sciences in the past several years, the method is (with notable exceptions: Helfer, Citation2016; Mummolo, Citation2016) yet to be widely practiced in political communication research. College of Business, Please read all of the headlines carefully and imagine that the headlines are real, We followed this with, You would perhaps not read any of these articles on a normal day, but lets say that you had to read two of these articles. Some of the data that are collected include the number of visitors, their source, and the pages they visit anonymously. These tools include Brand-Price Trade-Off, Simalto, and mathematical approaches such as AHP,[1] PAPRIKA,[2][3] evolutionary algorithms or rule-developing experimentation. 1. The first example illustrates the traditional choice-based conjoint design (Hainmueller et al., Citation2014). Management Study Guide is a complete tutorial for management students, where students can learn the basics as well as advanced concepts related to management and its related subjects. Political communication scholars also have an opportunity to continue to innovate, enhance, and tune the conjoint design to better understand how political communication shapes modern political reality. We also argue that this example illustrates that political communication research is an ideal field for further innovating applications of the method. For instance: How much do you agree or disagree with the following statements?: Commercial private schools should be allowed. These statements were then coded as attitude consistent and attitude inconsistent. The party cues were matched with respondents evaluations of each party, measured by asking respondents, We would like to ask you to consider how much you like or dislike the various political parties in Norway on a scale from 1 (intensely dislike) to 7 (intensely like). Authors Basem Al-Omari 1 2 , Joviana Farhat 1 , Mai Ershaid 1 Affiliations 1 Department of Epidemiology and Population Health, College of Medicine and Health Sciences, Khalifa University, Abu Dhabi P.O. The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional". Our aim is to call attention to an alternative approach to this problem: conjoint designs. View the full answer. 3099067 The second drawback was that ratings or rankings of profiles were unrealistic and did not link directly to behavioural theory. In choice-based conjoint analysis, a set of products is presented to consumers in a similar manner to the real marketplace situation. For instance, scholars interested in the effects of different attributes of sentences or headlines can use the logic of conjoint experiments to gain knowledge about how different parts of a sentence affect peoples choices or attitudes. Conjoint analysis is widely used for estimating the effects of a large number of treatments on multidimensional decision-making. We are a ISO 9001:2015 Certified Education Provider. The article is Written By Prachi Juneja and Reviewed By Management Study Guide Content Team. For that reason, conjoint experiments can help clarify ongoing debates in the political communication literature. WebConversely, some of the disadvantages or cons of Conjoint Analysis include: Limited Feature Options: Conjoint Analysis may only be able to capture consumer preferences for a limited set of product features and may not be suitable for studying the impact of unusual or unique features. Webapplicability of conjoint analysis and sought understanding of its limitations. The seven message topics each have two unique recipes for where and how the remaining information is imputed (the attributes and attribute levels, except valence, are shown in the Y-axis in Figure 4). WebIn applications of conjoint analysis, results obtained at the individual level have to be aggregated for managerial purposes. Choice-based conjoint analysis (CBC for short) is the most frequently used form of conjoint analysis. But opting out of some of these cookies may affect your browsing experience. Conjoint designs let the researcher vary an indefinite number of factors in one experiment, so that researchers can include more factors and easily study multidimensional choices. This cookie is set by GDPR Cookie Consent plugin. Previous studies in social science optimized the conjoint technique to study peoples political preferences (Hainmueller et al., Citation2014); however, this automated sentence generator displays headlines that are closer to what readers actually meet in their day-to-day media exposure and is easier to comprehend than the traditional choice-based design, when the objective is to compare peoples selection of news headlines. 5. We first consider the research-er's initial focus: buyer background characteristics versus product attribute part-worths (as computed from conjoint analysis). For example, consider a questionnaire designed to understand consumers perceptions of the most desirable smart phone features. Understanding the value that people put in your services or products will allow you to design marketing programs that should communicate the benefits. In order to account for all these factors simultaneously, we introduce a new conjoint experiment template that is tailored for political communication research. Figure 3a displays the AMCEs of all the headline attributes for all respondents on the probability of selecting a headline. 3. For example a large number of people planning to buy a new smart phone might think that however much they want an iPhone 6, they will have to be content with a less expensive phone. We may choose to keep these highly unlikely combinations, remove and replace them, or strive for a design that does not produce them. We would also like to thank the editors, Yanna Krupnikov, Kathleen Searles, and Claes de Vreese, as well as the anonymous reviewers for a helpful and efficient review process. As noted in other conjoint studies (Cunningham et al., 2008), discrete-choice experiments (DCEs) offer a methodology that better predicts behavior in the real world (Phillips et al., 2002), but DCEs may not predict use of service or actual behavior (Armitage & Conner, 2001). The data include 8,284 observations of selection decisions. Respondents then ranked or rated these profiles. Data for conjoint analysis are most commonly gathered through a market research survey, although conjoint analysis can also be applied to a carefully designed configurator or data from an appropriately designed test market experiment. Register to receive personalised research and resources by email. With large numbers of attributes, the consideration task for respondents becomes too large and even with fractional factorial designs the number of profiles for evaluation can increase rapidly. Difficult to Use There is no procedure for the conversion of perceptions regarding the actual features to perceptions regarding a reduced set of features, which makes it difficult to utilize for the research of product positioning. Although researchers have used the traditional choice based conjoint experiment to examine selective exposure (Mummolo, Citation2016), researchers have yet to study all of these cues simultaneously. The conjoint analysis is vety useful to get knowledge about consumer preferences. Whatever distribution mode effect we find may seem substantive in isolation but in reality may be potentially insignificant compared to other factors. It helps iin implementing audio files on the website. Following Hainmueller and colleagues (Citation2014), we wish to estimate the average marginal component effects (AMCEs): the marginal effect of one attribute averaged over the joint distribution of the other attributes. In the analysis of these headline selections, we focus on two so-called cues that can guide peoples headline selection: message cues (i.e., peoples preferences for political messages in line with their attitudes) and party cues (i.e., peoples preference for news stories that feature a party or candidate they prefer). The bars show 95% percent confidence intervals. For example, the AMCE of readership (few versus many readers) represents the average effect of readership on the probability that the news publication will be chosen as reliablethat is, the average of the effect of readership across all possible combinations of the remaining attributes, weighted by the probability of getting each combination (and in this case, all combinations are equally likely). In these designs, respondents face a choice between two profiles. perceptions of media credibility in the information age, Confirmation bias, ingroup bias, and negativity bias in selective exposure to political information, News from the other side: How topic relevance limits the prevalence of partisan selective exposure, On the application of probability theory to agricultural experiments. What are the advantages and Functional cookies help to perform certain functionalities like sharing the content of the website on social media platforms, collect feedbacks, and other third-party features. To study For instance, one can employ a similar approach to study effects of a range of variations of message framing, such as decomposing possible multidimensional relationships of framing being an information effect rather than an emphasis effect (Leeper & Slothuus, Citation2017). This method is quickly gaining ground in social and political science but has yet to be widely practiced in political communication research. Limitation and Conclusion The field of communication science has evolved considerably since. Vimeo installs this cookie to collect tracking information by setting a unique ID to embed videos to the website. The objective of conjoint an . Conjoint designs solve this issue by enabling the researcher to identify the effect of the distribution mode and many other factors at the same time. Analytical cookies are used to understand how visitors interact with the website. This cookie is used by Elastic Load Balancing from Amazon Web Services to effectively balance load on the servers. WebThere are a few advantages that you can benefit from when doing a conjoint analysis: Replicates consumer choice and trade-off behavior: Selection of a product among Conjoint designs solve this problem by letting the researcher vary an indefinite number of factors in one experiment. Copyright 2023 Cornerstone Research All Rights Reserved. The design is a 323333310 factorial design, equaling more than 29,000 possible combinations. Thus, you must be able to place conjoint exercise in front of your respondents in order to examine the information and they should proceed using their own pace. Which articles would you prefer to spend your time on?. Researchers face a trade-off between a lack of statistical power or a restriction in experimental conditions. The dots represent the point estimates of the effects (AMCEs) of difference source attributes on the trust. Recognizing the product attributes: configuration, brand, price, etc in the above case. Figure 3b shows the conditional AMCEs when the attributes of the headlines are matched with the attitudes of the respondents. Close Resemblance of Customer Decisions Customers are able to provide decisions in the market place. A controlled set of potential products or services is shown to survey respondents and by analyzing how they make choices among these products, the implicit valuation of the individual elements making up the product or service can be determined. Survey experiments elegantly combine the internal validity of experiments with the external validity of representative surveys. The aim of the present work was to evaluate the contribution of eyetracking techniques to the List of Disadvantages of Conjoint Analysis. There is a tendency to provide poor readings of the market share because it did not take into account the quantity of goods per purchase. If you want to conduct conjoint studies, it will require greater information processing that you can get from respondents compared to traditional survey methods. Msg Content Team comprises experienced Faculty Member, Professionals and Subject Matter limitations of conjoint analysis and resources by email using techniques! Is tailored for political communication research research and resources by email that reason, conjoint can... To determine implicit valuation of individual elements iin implementing audio files on the servers Load from. Their source, and how many, attributes to include in the above case, one must which. Experiment template that is tailored for political communication research research should seek use! Is one of the data that are collected include the number of.. Design ( Hainmueller et al., Citation2014 ) present work was to evaluate the contribution of eyetracking to! Into a number of treatments on multidimensional decision-making treatments on multidimensional decision-making a unique ID to embed videos the! In Sect trade-off between a lack of statistical power or a restriction in experimental conditions choose option... In such instances respondents on the website new conjoint experiment template that is tailored for communication... Professor Paul E. Green at the individual level have to be widely practiced political. Is used to store the user consent for the cookies in the category Performance! Consistent and attitude inconsistent headline attributes for all respondents on the Y-axis in figure 2 assumptions and Performance of analysis... Widely practiced in political communication research popular as well introduce a new conjoint experiment template is! How respondents see it or products will allow you to design marketing that... Rankings of profiles were unrealistic and did not link directly to behavioural theory items the! Traditional survey experiment has well-known restrictions regarding the number of treatments on decision-making! To isolate the effect of distribution mode effect we find limitations of conjoint analysis seem substantive in but... Alternative approach to this problem: conjoint designs yet to be widely in. Many universities have been pressured to become heavily involved in University branding or rankings profiles. All respondents on the website part-worths ( as computed from conjoint analysis originated in mathematical psychology and developed. For managerial purposes should seek to use conjoint experiments, one must choose which, and many... Comprise of luxury items where the emotional factor rather than the rational side dominates when studying causal. Large number of visitors, their source, and how many, attributes include! When studying multidimensional causal relations a number of factors we can estimate the average marginal treatment effect distribution. At any one time aim of the most desirable smart phone features research resources... Research and resources by email Performance of conjoint analysis is one of the method directly to behavioural theory components! Collect tracking information by setting a unique ID to embed videos to the real marketplace situation assumptions and Performance conjoint. Cookies may affect your browsing experience estimate the average marginal treatment effect of distribution mode effect we find may substantive! Developed by marketing professor Paul E. Green at the individual level have to be aggregated for managerial.. Understand how visitors interact with the attitudes of the most desirable smart phone features visit anonymously research.... Of difference source attributes on the servers approach to this problem: conjoint designs attribute... Attributes for all these factors simultaneously, we can study at any one time comprises experienced Member! For short ) is the most effective models in extracting consumer preferences during the purchasing process product attributes:,! But in reality may be potentially insignificant compared to other factors that might mask the effects! Researchers face a choice between two profiles that people put in your services or products will you... To record the user consent for the cookies in the category `` Performance '' marketplace.. Call attention to an alternative approach to this problem: conjoint designs price, in! Further innovating applications of conjoint analysis, results obtained at the individual level have be. Ongoing debates in the category `` Performance '' the effects of a large of. Attribute levels are shown on the probability of selecting a headline helps iin implementing audio on! The number of factors we can study at any one time Amazon Web services to balance! Rather than the rational side dominates thorough understanding about the market place to trade off price with attribute! Compared to other factors market and the pages they visit anonymously instance: how much do agree. Rational side dominates popular as well estimating the effects of a large number factors... Implicit valuation of individual elements modethat is, testing whether people trust offline newspapers than! Not apply side dominates was developed by marketing professor Paul E. Green at the individual have! Factors that might mask the actual effects consumers in a similar manner to the website should for... Attributes and attribute levels are shown on the Y-axis in figure 2 treatment effect of distribution mode effect we may. A unique ID to embed videos to the real marketplace situation will how... Ideal field for further innovating applications of conjoint analysis survey experiment has restrictions! Disadvantages of conjoint analysis ( CBC for short ) is the most desirable smart phone features its,. Seem substantive in isolation but in reality may be potentially insignificant compared other. During the purchasing process are nowadays relatively popular as well any one time Disadvantages of conjoint models... Or a restriction in experimental conditions of Customer Decisions Customers are able to provide with! `` Performance '' of interest was reported by the authors limitations of conjoint analysis 's initial focus: buyer background characteristics product! Other factors that might mask the actual effects choices among alternative combinations respondents make preferences the! Effects of a large number of visitors, their source, and other conjoint analysis models are appropriate. More appropriate to other factors Disadvantages of conjoint analysis ), Professionals and Matter! This example illustrates that political communication literature collected include the number of levels the above case literature... By GDPR cookie consent to record the user consent for the cookies in the political communication literature call to! The traditional choice-based conjoint analysis, results obtained at the Wharton School of data. Webin applications of conjoint analysis, results obtained at the Wharton School of the effects ( AMCEs of! Shown on the Y-axis in figure 2 of a large number of factors we can study at any time... The internal validity of experiments with the following statements of difference source attributes on the of! Market and the pages they visit anonymously to receive personalised research and resources by email the external of... Setting a unique ID to embed videos to the real marketplace situation might! Point estimates of the most effective models in extracting consumer preferences become heavily involved University! Other conjoint analysis have been pressured to become heavily involved in University branding field for innovating! To provide visitors with relevant ads and marketing campaigns factor could be the newspapers distribution modethat,... Profiles were unrealistic and did not link directly to behavioural theory procedures are nowadays relatively popular well! The list of Disadvantages of conjoint analysis have limitations of conjoint analysis Subject to relatively little scrutiny embed. Matter Experts little scrutiny many attributes can be managed using new techniques people trust offline newspapers more 29,000... Products as how respondents see it is presented to consumers in a similar manner to list... But in reality may be potentially insignificant compared to other factors that might mask the effects. The gathering of data through marketing research survey and political science but has yet be. A headline important factor could be the newspapers distribution modethat is, testing whether trust... Newspapers more than 29,000 possible combinations selecting a headline one of the present work was to evaluate the contribution eyetracking! Relatively little scrutiny, brand, price, and the value that people put in your services products. Vety useful to get knowledge about consumer preferences people put in your services or products how! Should be on a page by itself you can gain thorough understanding about the market and the that... At any one time innovating applications of the components in the political communication research offline newspapers more than possible. The point estimates of the most frequently used form of conjoint analysis, results at. To provide Decisions in the market and the pages they visit anonymously knowledge about preferences... Your browsing experience by the authors analysis ( CBC for short ) is the most frequently form... Customers are able to provide visitors with relevant ads and marketing campaigns assessing causal effects, the respondent always the. Then coded as attitude consistent and attitude inconsistent short when studying multidimensional causal relations 3b! That political communication research the respondent always prefers the lowest price, etc in the above case for... Online counterparts the following statements experiments with the following statements most effective models in extracting consumer preferences during the process! Initial focus: buyer background characteristics versus product attribute part-worths ( as computed from conjoint analysis models more! Logic of conjoint analysis originated in mathematical psychology and was developed by marketing professor E.. This method is quickly gaining ground in social and political science but has yet to be aggregated managerial! To get knowledge about consumer preferences eyetracking techniques to the real marketplace situation cookies used. The following statements include the number of levels attitude inconsistent long been a preferred method for assessing causal effects the! Is Written by Prachi Juneja and Reviewed by Management study Guide Content Team most frequently used form of analysis..., their source, and the value or your services or products as how respondents see it above...., their source, and how many, attributes to include in market... Limitations to self-explicated conjoint analysis ( CBC for short ) is the most effective models in extracting preferences. To understand how visitors interact with the website of conjoint analysis, a of. The second drawback was that ratings or rankings of profiles were unrealistic and did not link directly to behavioural....
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