A New Stochastic Multidimensional Unfolding Model for the Investigation of Paired Comparison Consumer Preference/Choice Data

Journal of Economic Psychology, Volume 8, Issue 3, Pages 357-384, 1987

28 Pages Posted: 27 May 2016

See all articles by Wayne S. DeSarbo

Wayne S. DeSarbo

Pennsylvania State University

Geert De Soete

Ghent University-Universiteit Gent

J. Eliashberg

University of Pennsylvania - Marketing Department

Date Written: September 1987

Abstract

This paper presents the development of a new stochastic multidimensional (scaling) unfolding (Coombs 1964) methodology which operates on paired comparison consumer preference or choice data and renders a spatial representation of both consumers and the products or brands they choose. Consumers are represented as ideal points and products as points in a T-dimensional space, where the Euclidean distance between the product points and the consumer ideal points provide information as to the utility of such products to these consumers. The econometric and psychometric literature concerning related models which also operate on such paired comparisons data is reviewed, and a technical description of the new methodology is provided. To illustrate the versatility of the model, a small application measuring consumer preference for several actual brands of over-the-counter analgesics, utilizing one of the optional reparametrized models, is described. Finally, future areas of further research are identified.

Suggested Citation

DeSarbo, Wayne S. and De Soete, Geert and Eliashberg, Jehoshua (Josh), A New Stochastic Multidimensional Unfolding Model for the Investigation of Paired Comparison Consumer Preference/Choice Data (September 1987). Journal of Economic Psychology, Volume 8, Issue 3, Pages 357-384, 1987. Available at SSRN: https://ssrn.com/abstract=2784842

Wayne S. DeSarbo (Contact Author)

Pennsylvania State University ( email )

University Park
State College, PA 16802
United States

Geert De Soete

Ghent University-Universiteit Gent ( email )

Coupure Links 653
Gent, 9000
Belgium

Jehoshua (Josh) Eliashberg

University of Pennsylvania - Marketing Department ( email )

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

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