Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

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Record number 358469
Title The Validity of Attribute-Importance Measurement: A Review
Author(s) Ittersum, K. van; Pennings, J.M.E.; Wansink, B.; Trijp, J.C.M. van
Source Journal of Business Research 60 (2007)11. - ISSN 0148-2963 - p. 1177 - 1190.
DOI http://dx.doi.org/10.1016/j.jbusres.2007.04.001
Department(s) Marketing and Consumer Behaviour
MGS
Publication type Refereed Article in a scientific journal
Publication year 2007
Keyword(s) conjoint models - importance weights - point allocation - elicitation - choice - ratings - perceptions - reliability - products - behavior
Abstract A critical review of the literature demonstrates a lack of validity among the ten most common methods for measuring the importance of attributes in behavioral sciences. The authors argue that one of the key determinants of this lack of validity is the multi-dimensionality of attribute importance. Building on the notable work of Myers and Alpert (1968) [Myers JH, Alpert MI. Determinant buying attitudes: Meaning and measurement. J Mark 1968;32(July):13¿20], they propose that different methods measure different dimensions of attribute importance and, more specifically, what methods measure which specific dimensions. A re-examination of existing research reveals convergent and nomological validity among methods that are proposed to measure the same dimensions of attribute importance and discriminant validity between methods that are proposed to measure different dimensions of attribute importance. Acknowledging the multi-dimensionality of attribute importance substantially reduces the apparent lack of validity reported in the literature and forms an important first step enabling practitioners and scholars to improve the validity of attribute-importance measurement. Keywords: Attribute importance; Measurement; Convergent validity; Nomological validity; Discriminant validity
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