Accommodating the effects of brand unfamiliarity in the multidimensional scaling of preference data
dc.contributor.author | Chatterjee, Rabikar | en_US |
dc.contributor.author | DeSarbo, Wayne S. | en_US |
dc.date.accessioned | 2006-09-11T18:35:04Z | |
dc.date.available | 2006-09-11T18:35:04Z | |
dc.date.issued | 1992-01 | en_US |
dc.identifier.citation | Chatterjee, Rabikar; Desarbo, Wayne S.; (1992). "Accommodating the effects of brand unfamiliarity in the multidimensional scaling of preference data." Marketing Letters 3(1): 85-99. <http://hdl.handle.net/2027.42/47094> | en_US |
dc.identifier.issn | 0923-0645 | en_US |
dc.identifier.issn | 1573-059X | en_US |
dc.identifier.uri | https://hdl.handle.net/2027.42/47094 | |
dc.description.abstract | 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 derive a joint space map of brand locations and consumer preference vectors that is free from potential distortion resulting from the analysis of preference data confounded with the effects of consumer-specific brand unfamiliarity. An application based on preference and familiarity ratings for ten luxury car models collected from 240 consumers who intended to buy a luxury car within a designated time frame is presented. The results are compared with those obtained from MDPREF, a popular metric vector MDS model used for the scaling of preference data. In particular, we find that the consumer preference vectors obtained from the proposed methodology are substantially different in orientation from those estimated by the MDPREF model. The implications of the methodology are discussed. | en_US |
dc.format.extent | 924699 bytes | |
dc.format.extent | 3115 bytes | |
dc.format.mimetype | application/pdf | |
dc.format.mimetype | text/plain | |
dc.language.iso | en_US | |
dc.publisher | Kluwer Academic Publishers; Springer Science+Business Media | en_US |
dc.subject.other | Economics / Management Science | en_US |
dc.subject.other | Marketing | en_US |
dc.subject.other | Brand Familiarity | en_US |
dc.subject.other | Consumer Preference Analysis | en_US |
dc.subject.other | Multi-dimensional Scaling | en_US |
dc.title | Accommodating the effects of brand unfamiliarity in the multidimensional scaling of preference data | en_US |
dc.type | Article | en_US |
dc.subject.hlbsecondlevel | Management | en_US |
dc.subject.hlbsecondlevel | Southeast Asian and Pacific Languages and Cultures | en_US |
dc.subject.hlbsecondlevel | West European Studies | en_US |
dc.subject.hlbsecondlevel | Marketing | en_US |
dc.subject.hlbsecondlevel | Economics | en_US |
dc.subject.hlbtoplevel | Business | en_US |
dc.subject.hlbtoplevel | Social Sciences | en_US |
dc.subject.hlbtoplevel | Humanities | en_US |
dc.description.peerreviewed | Peer Reviewed | en_US |
dc.contributor.affiliationum | University of Michigan, USA | en_US |
dc.contributor.affiliationum | University of Michigan, USA | en_US |
dc.contributor.affiliationumcampus | Ann Arbor | en_US |
dc.description.bitstreamurl | http://deepblue.lib.umich.edu/bitstream/2027.42/47094/1/11002_2004_Article_BF00994083.pdf | en_US |
dc.identifier.doi | http://dx.doi.org/10.1007/BF00994083 | en_US |
dc.identifier.source | Marketing Letters | en_US |
dc.owningcollname | Interdisciplinary and Peer-Reviewed |
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