Estimating Choice Probabilities in Multiattribute Decision Making

The Journal of Consumer Research, Vol. 8, No. 1, pp. 76-84

10 Pages Posted: 9 May 2016

See all articles by Paul E. Green

Paul E. Green

University of Pennsylvania, The Wharton School, Marketing Department (Deceased)

J. Carroll

Rutgers, The State University of New Jersey (Deceased)

Wayne S. DeSarbo

Pennsylvania State University

Date Written: June 1, 1981

Abstract

The Bradley-Terry-Luce (BTL) model is adapted and applied to choice problems arising in multiattribute decision making, and is compared with three other models in an experiment dealing with employer choice in a job-seeking context. Results of the experiment indicate that the BTL adaptation provides a reasonably accurate model of subjects' subjective probabilities, as elicited by the constant-sum scaling technique.

Suggested Citation

Green, Paul E. and Carroll, J. and DeSarbo, Wayne S., Estimating Choice Probabilities in Multiattribute Decision Making (June 1, 1981). The Journal of Consumer Research, Vol. 8, No. 1, pp. 76-84, Available at SSRN: https://ssrn.com/abstract=2777688

Paul E. Green

University of Pennsylvania, The Wharton School, Marketing Department (Deceased) ( email )

700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States

J. Carroll

Rutgers, The State University of New Jersey (Deceased)

Wayne S. DeSarbo (Contact Author)

Pennsylvania State University ( email )

University Park
State College, PA 16802
United States

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