Generalizing the sensitivity conditions in an overall index of product quality

Article Abstract:

The issue of the sensitivity of weighted linear composites to attribute-importance weights has attracted researchers from various disciplines, including marketing, psychology, and statistics. At issue is how sensitive a weighted scale is to a particular choice of weights. Scale sensitivity is defined by a negative correlation between two scales. By considering the general case of n attributes and using an algebraic approach, we specify the precise sufficiency conditions under which two scales will correlate negatively and thus be sensitive to the weights chosen. These sensitivity conditions are derived in the context of the computation of an overall product-quality scale, which is simply a special case of the general multiattribute problem. We illustrate these conditions for the case of two quality scales using examples from Test (from 1983), a German magazine similar to Consumer Reports, and from Places Rated Almanac (from 1987). (Reprinted by permission of the publisher.)

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Item context and the stability of entity-based and attribute-based multiattribute scaling methods

Article Abstract:

Multientity scaling is a multiattribute-measurement procedure that obtains simultaneous ratings of two or more entities from a single respondent. The purpose of this research is to examine experimentally the issue of item-context effects on the stability of two types of multientity scaling procedures - attribute-based and entity-based multientity scaling. The findings indicate that both procedures may be subject to problems of instability when the comparative context of the ratings is changed, with the attribute-based scaling being characterized by more instability than entity-based scaling. On the basis of the findings, potential methods of increasing multientity scaling stability are explored. (Reprinted by permission of the publisher.)

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A test of a decompositional method of multiattribute perceptions measurement

Article Abstract:

The purpose of this research is to test the temporal stability and validity of decompositional perception measures. The test is based upon a perceptions measurement experiment focusing on the perceived visual congruence between product concept statements and product prototypes that were designed by manipulating four product characteristics that affected product appearance. The results indicate the perceptions measures are characterized by considerable temporal stability, discriminant validity, and predictive validity. (Reprinted by permission of the publisher.)

Consumer behavior, Perception, Perception (Psychology)

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