Incorporating Context Effects in the Multidimensional Scaling of 'Pick Any/N' Choice Data

International Journal of Research in Marketing, Volume 16, Issue 1, Pages 35–55

Posted: 13 Jun 2016

See all articles by Juyoung Kim

Juyoung Kim

Michigan State University

Rabikar Chatterjee

University of Pittsburgh

Wayne S. DeSarbo

Pennsylvania State University

Tammo H.A. Bijmolt

University of Groningen - Department of Marketing & Marketing Research

Date Written: February 1999

Abstract

This paper presents a multidimensional scaling model that is estimated on pick any/N choice data, and accommodates a broad range of context effects. The methodology estimates a set of parameters capturing the direction and magnitude of the context effects, as well as the locations of brands and consumers' ideal points in a joint multidimensional space. Numerical simulation suggests that our approach can recover the true configuration of brands and ideal points in the presence of context effects with greater accuracy than a `baseline' model that does not incorporate any context effects. To illustrate the methodology and its implications, we provide an empirical application based on choice of supermarkets, from a consumer study conducted in the Netherlands.

Keywords: Buyer behavior, Choice models, Context effects, Scaling methods, Multidimensional scaling

Suggested Citation

Kim, Juyoung and Chatterjee, Rabikar and DeSarbo, Wayne S. and Bijmolt, Tammo H.A., Incorporating Context Effects in the Multidimensional Scaling of 'Pick Any/N' Choice Data (February 1999). International Journal of Research in Marketing, Volume 16, Issue 1, Pages 35–55, Available at SSRN: https://ssrn.com/abstract=2792342

Juyoung Kim

Michigan State University ( email )

Agriculture Hall
East Lansing, MI 48824-1122
United States

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

Tammo H.A. Bijmolt

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

Nettelbosje 2
Groningen, 9747 AE
Netherlands

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