Accommodating the Effects of Brand Unfamiliarity in the Multidimensional Scaling of Preference Data

Marketing Letters, Volume 3, Issue 1, pp 85-99, (1992)

Posted: 3 Jun 2016

See all articles by Rabikar Chatterjee

Rabikar Chatterjee

University of Pittsburgh

Wayne S. DeSarbo

Pennsylvania State University

Date Written: January 1992

Abstract

This paper presents a multidimensional scaling (MDS) methodology (vector model) for the spatial analysis of preference data that explicitly models the effects of unfamiliarity on evoked preferences. Our objective is to derive a joint space map of brand locations and consumer preference vectors that is free from potential distortion resulting from the analysis of preference data confounded with the effects of consumer-specific brand unfamiliarity. An application based on preference and familiarity ratings for ten luxury car models collected from 240 consumers who intended to buy a luxury car within a designated time frame is presented. The results are compared with those obtained from MDPREF, a popular metric vector MDS model used for the scaling of preference data. In particular, we find that the consumer preference vectors obtained from the proposed methodology are substantially different in orientation from those estimated by the MDPREF model. The implications of the methodology are discussed.

Keywords: Brand familiarity, Consumer preference analysis, Multi-dimensional scaling

Suggested Citation

Chatterjee, Rabikar and DeSarbo, Wayne S., Accommodating the Effects of Brand Unfamiliarity in the Multidimensional Scaling of Preference Data (January 1992). Marketing Letters, Volume 3, Issue 1, pp 85-99, (1992), Available at SSRN: https://ssrn.com/abstract=2788207

Rabikar Chatterjee

University of Pittsburgh ( email )

135 N Bellefield Ave
Pittsburgh, PA 15260
United States

Wayne S. DeSarbo (Contact Author)

Pennsylvania State University ( email )

University Park
State College, PA 16802
United States

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