A Multidimensional Scaling Model Accommodating Differential Stimulus Familiarity

Multivariate Behavioral Research, Vol. 33, Iss. 1, pp. 41-63, 1998

Posted: 9 Jun 2016

See all articles by Tammo H.A. Bijmolt

Tammo H.A. Bijmolt

University of Groningen - Department of Marketing & Marketing Research

Wayne S. DeSarbo

Pennsylvania State University

Michel Wedel

University of Maryland - Robert H. Smith School of Business, Marketing Department; University of Groningen - Faculty of Economics and Business

Date Written: 1998

Abstract

We introduce a multidimensional scaling procedure that attempts to derive a spatial representation of stimuli unconfounded by the effect of subjects' degrees of familiarity with these stimuli. The proposed model assumes that stimulus unfamiliarity produces a tendency for a subject to anchor his/her dissimilarity judgments towards a reference value on the response scale. The input data needed to perform such analyses are the degree of stimulus familiarity along with the dissimilarity judgments for all pairs of stimuli. In a Monte Carlo study, we investigate the extent to which the procedure recovers known parameters. Furthermore, empirical applications; of the model to positioning studies of magazines and banks in the Netherlands are provided.

Suggested Citation

Bijmolt, Tammo H.A. and DeSarbo, Wayne S. and Wedel, Michel, A Multidimensional Scaling Model Accommodating Differential Stimulus Familiarity (1998). Multivariate Behavioral Research, Vol. 33, Iss. 1, pp. 41-63, 1998. Available at SSRN: https://ssrn.com/abstract=2791770

Tammo H.A. Bijmolt

University of Groningen - Department of Marketing & Marketing Research ( email )

Nettelbosje 2
Groningen, 9747 AE
Netherlands

Wayne S. DeSarbo (Contact Author)

Pennsylvania State University ( email )

University Park
State College, PA 16802
United States

Michel Wedel

University of Maryland - Robert H. Smith School of Business, Marketing Department ( email )

College Park, MD 20742
United States
301.405.2162 (Phone)
301.405.0146 (Fax)

HOME PAGE: http://www.rhsmith.umd.edu/marketing/faculty/wedel.html

University of Groningen - Faculty of Economics and Business ( email )

Postbus 72
9700 AB Groningen
Netherlands

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