Improving Attribute-Importance Measurement: A Reference-Point Approach

Advances in Consumer Research 31 (2004): 84-85

2 Pages Posted: 2 Aug 2014

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: 2004

Abstract

Despite the importance of identifying the hierarchy of product attributes that drive judgment and choice, the many available methods remain limited regarding their convergent validity and test-retest reliability. To increase the validity and reliability of attribute-importance measurement, we focus on the central antecedent of the importance of product attributes in judgment and choice: consumers’ valuation curve of an attribute – the idiosyncratic valuation of an attribute at different attribute levels relative to consumers’ reference points. We propose two new attribute-importance measures that reflect the determinance and the relevance of an attribute respectively, and show that accounting for the effects of reference points increases the predictive validity of attribute-determinance measures.

Suggested Citation

van Ittersum, Koert and Pennings, Joost M. E. and Wansink, Brian and Trijp, Hans Van, Improving Attribute-Importance Measurement: A Reference-Point Approach (2004). Advances in Consumer Research 31 (2004): 84-85. Available at SSRN: https://ssrn.com/abstract=2474859

Koert Van Ittersum

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 (Contact Author)

Cornell University ( email )

Ithaca, NY 14853
United States

Hans Van Trijp

Independent ( email )

No Address Available

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