The Validity of Attribute-Importance Measurement: A Review

15 Pages Posted: 5 Feb 2010 Last revised: 17 Feb 2010

See all articles by Koert van Ittersum

Koert van Ittersum

University of Groningen

Joost M. E. Pennings

Maastricht University; Wageningen UR

Brian Wansink

Cornell University

Hans Van Trijp

Independent

Date Written: 2007

Abstract

The many available methods to measure the importance of attributes in judgment and choice often lack convergent and nomological validity. A critical review of the literature confirms this lack of validity among the ten most common methods for measuring the importance of attributes in behavioral sciences. The authors argue that one of the key determinants of this lack of validity concerns the multidimensionality of attribute importance. Building on the notable work of Myers and Alpert (1968), they propose that different methods measure different dimensions of attribute importance and hypothesize what methods measure which specific dimensions. A re-examination of existing research reveals convergent and nomological validity among methods that are hypothesized to measure the same dimensions of attribute importance and discriminant validity between methods that are hypothesized to measure different dimensions of attribute importance. Acknowledging the multidimensionality of attribute importance reduces the lack of validity from 67.0% to 31.9% of the method comparisons identified by the authors. This research is a first step in identifying and developing methods that enable both practitioners and marketing scholars to improve the validity of attribute importance measurement.

Keywords: Attribute Importance, Measurement, Convergent Validity, Nomological Validity, Discriminant Validity

Suggested Citation

van Ittersum, Koert and Pennings, Joost M. E. and Wansink, Brian and Trijp, Hans Van, The Validity of Attribute-Importance Measurement: A Review (2007). Journal of Business Research, Vol. 60, 2007. Available at SSRN: https://ssrn.com/abstract=1547938

Koert Van Ittersum (Contact Author)

University of Groningen ( email )

Postbus 72
9700 AB Groningen
Netherlands

Joost M. E. Pennings

Maastricht University ( email )

P.O. Box 616
Maastricht, 6200MD
Netherlands

Wageningen UR ( email )

Hollandseweg 1
Wageningen, 6706KN
Netherlands

Brian Wansink

Cornell University ( email )

Ithaca, NY 14853
United States

Hans Van Trijp

Independent ( email )

No Address Available

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