TITLE

NONISOMORPHISM, SHADOW FEATURES AND IMPUTED PREFERENCES

AUTHOR(S)
Holbrook, Morris B.; Moore, William L.; Dodgen, Gary N.; Havlena, William J.
PUB. DATE
June 1985
SOURCE
Marketing Science;Summer85, Vol. 4 Issue 3, p215
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Problems arise in generalizing research results based on artificial objects to the case of real products. The few previous investigations of this issue may have obtained inflated assessments of predictive validity by focusing unrealistically on stimuli with isomorphic features and perceptions. Such isomorphism occurs when each feature is matched with a uniquely appropriate perceptual response. To handle the case of nonisomorphism, where features and perceptions do not show a one-to-one correspondence, we propose a method to assess the convergent validity between preference structures for artificial objects and real products via the use of shadow features and imputed preferences. In this approach, shadow features (analogous to the economist's "shadow prices") are weighted by utilities estimated via conjoint analysis on artificial objects to derive imputed preferences toward real products. The correlation of imputed with actual preferences gauges the convergent validity between artificial and real preference structures. This estimate of convergent validity suggests the maximum predictive validity that one can reasonably expect in generalizing results based on artificial objects to the case of real products (for similar samples of subjects and sets of stimuli). We illustrate the proposed method in a study that collected data on perceptual and affective responses to real and artificial recordings of performances by male pop singers. This illustrative application suggests that, even with satisfactory results in separate analyses for artificial objects (R[sub AF] = 0.81) and real products (R[sub AS] = 0.82), one may find only moderate convergent validity (r[sub AA] = 0.52) and disappointing predictive validity (r[sub 15] = 0.40) in applying utilities estimated on artificial objects to the prediction of preferences toward real products. (Conjoint Analysis; Canonical Correlation; Convergent Validity; Shadow Features; Imputed Preferences)
ACCESSION #
4474215

 

Related Articles

  • HYBRID CONJOINT MODELS BASED ON CANONICAL CORRELATION PROCEDURES. Green, Paul E.; Goldberg, Stephen M. // AMA Winter Educators' Conference Proceedings;1983, p152 

    Examines the hybrid conjoint models based on canonical correlation procedures. Utilization of canonical correlation for parameter estimation; Construction of utility functions retaining individual differences; Consideration of criterion variables as dummy-coded rank position variables.

  • Using Canonical Correlation to Construct Product Spaces for Objects with Known Feature Structures. Holbrook, Morris B.; Moore, William L. // Journal of Marketing Research (JMR);Feb1982, Vol. 19 Issue 1, p87 

    Given a set of attribute ratings of objects with known feature structures, one can construct product spaces by use of various compositional methods. Factor and discriminant analyses are two such well-known compositional approaches. A third, comparatively neglected, procedure involves the use of...

  • Start your engines. Wind, Jerry // Marketing Research;Winter97, Vol. 9 Issue 4, p4 

    The article discusses the methods, issues, challenges, and scope of marketing research. Some of the methods mentioned includes statistics, mathematical psychology, econometrics, and development of methods such as conjoint analysis, diffusion modeling, multidimensional scaling, clustering,...

  • INDIVIDUAL LOGIT MODELS FOR CONSUMER PREFERENCES. Prave, Rose S.; Ord, J. Keith // Journal of Marketing Theory & Practice;Winter94, Vol. 2 Issue 1, p27 

    Evaluates the estimation of individual-level binary preference models from conjoint-type data. Performance of individual-level logit analysis in modeling consumer choices; Comparison of binary logit model to traditional conjoint models; Instrument for the assessment of predictive efficiency of...

  • On the Importance of Using Real Products in Research on Merchandising Strategy. Holbrook, Morris B. // Journal of Retailing;Spring83, Vol. 59 Issue 1, p4 

    Too often, research on the merchandising of retail products confronts respondents with highly abstract or unrealistic stimuli as a basis for studying attitudinal or behavioral responses to product design. For example, a previous study examined the role of feature-interaction effects in judging...

  • Psychometric Methods in Marketing Research: Part II, Multidimensional Scaling. Carroll, J. Douglas; Green, Paul E. // Journal of Marketing Research (JMR);May97, Vol. 34 Issue 2, p193 

    The author discusses the history and application of multidimensional scaling (MDS) as a modeling and management resource in marketing. The concept of MDS has been developed closely with the field of psychometrics and its purpose for marketing professionals is in understanding consumers'...

  • Multiattribute Judgments Under Uncertainty: A Conjoint Measurement Approach. Basu, Amiya K.; Hastak, Manoj // Advances in Consumer Research;1990, Vol. 17 Issue 1, p554 

    A methodology to predict product choice under uncertainty in attribute values is proposed and tested. The methodology consists of (i) estimating the multiattribute utility function of a consumer, and (ii) predicting new product evaluation based on expected utility computed using äie estimated...

  • L'enfant et le processus de consommation : l'utilisation des attributs « marque, prix et prime » dans l'acte d'achat. Brée, Joël // Recherche et Applications en Marketing (AFM c/o ESCP-EAP);1987, Vol. 2 Issue 2, p1 

    The objective of this article is twofold: firstly, to show that children over 7 years of age are able to choose a product on a multiattribute basis with great coherence; secondly, toidentify the value system of children aged between 7 and 12, based on a study of different buying situations where...

  • CONJOINT ANALYSIS RELIABILITY: EMPIRICAL FINDINGS. Reibstein, David; Bateson, John E. G.; Boulding, William // Marketing Science;Summer88, Vol. 7 Issue 3, p271 

    This paper looks at the comparative reliability of different methodological variants of the conjoint analysis procedure. It differs from previous studies in that it looks at three methods of data collection (Full Profile, Trade-off Matrices, and Paired Comparison) and two levels of a key...

Share

Read the Article

Courtesy of VIRGINIA BEACH PUBLIC LIBRARY AND SYSTEM

Sign out of this library

Other Topics