The Importance of Differential Weights in Multiple Attribute Models of Consumer Attitude
Open Access
- 1 May 1973
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 10 (2), 141-145
- https://doi.org/10.1177/002224377301000203
Abstract
A multiple attribute model of consumer attitude was used to predict the relative preferences of individuals for various television shows. Differential weights provided only limited benefits, compared to the use of equal weights. This may be because respondents spread their perceptions of alternatives on the more important attributes, correlations between the attributes, or model misspecification.Keywords
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