Now showing items 1-10 of 42
Measuring the hedonic and utilitarian sources of consumer attitudes
(Kluwer Academic Publishers; Springer Science+Business Media, 1991-04)
It has been suggested theoretically that consumer attitudes have distinct hedonic and utilitarian components, and that product categories differ in the extent to which their overall attitudes are derived from these two ...
Simultaneous multidimensional unfolding and cluster analysis: An investigation of strategic groups
(Kluwer Academic Publishers; Springer Science+Business Media, 1991-04)
This paper develops a maximum likelihood based methodology for simultaneously performing multidimensional unfolding and cluster analysis on two-way dominance or profile data. This new procedure utilizes mixtures of ...
Accommodating the effects of brand unfamiliarity in the multidimensional scaling of preference data
(Kluwer Academic Publishers; Springer Science+Business Media, 1992-01)
This paper presents a multidimensional scaling (MDS) methodology (vector model) for the spatial analysis of preference data that explicitly models the effects of unfamiliarity on evoked preferences. Our objective is to ...