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
Date Written: June 1, 1981
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.
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