Assessing Attribute Importance: A Comparison of Six Methods

Jaccard, James; Brinberg, David; Ackerman, Lee J.

doi:10.1086/208530

Cited by 154 publications

(85 citation statements)

References 10 publications

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“…Two measures of relative weighting based on past research (Jaccard, Brinberg, and Ackerman 1986;MacKenzie 1986) were used. The first was the constant sum rating of the importance of attributes.…”

Section: Target Product Category and Brand Athletic Shoesmentioning

confidence: 99%

Examination of Psychological Processes Underlying Resistance to Persuasion

Ahluwalia¹

2000

J Consum Res

228

200

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Three modes of resistance to persuasion (biased assimilation, relative weighting of attributes, and minimization of impact) were examined in the context of a longitudinal field study of the Clinton-Lewinsky affair and a lab experiment in the consumer setting. Only two of these modes (biased assimilation and relative weighting) were found to be sensitive to the refutability of the persuasive communication; the effectiveness of the remaining one (minimization of impact) was not influenced by this factor. Specifically, committed individuals demonstrated biased assimilation in the face of easy to refute negative information, but this mode of resistance decreased in its effectiveness when the information became difficult to refute. The relative-weighting mode of resistance (decreasing the weight given to attributes influenced by the negative information and increasing the weight given to favorably evaluated attributes), in contrast, emerged only in the face of difficult to refute information, apparently when biased assimilation decreased in its effectiveness. The impact mode of resistance was fairly effective in the face of both easy and difficult to refute information. That is, committed respondents attempted to isolate the impact of the negative information to the target attribute, minimizing its spillover to the other attributes in the attitudinal representation in response to both easy and difficult to refute messages.T hat individuals with strong attitudes resist attitude change is a well-accepted finding in the consumer behavior and psychology literature (e.g., Eagly and Chaiken 1995;Haugtvedt and Petty 1992;Petty and Cacioppo 1986). However, relatively little attention has been given to the psychological processes that mediate resistance to persuasion (Ditto and Lopez 1992;Ditto et al. 1998;Eagly and Chaiken 1995;Edwards and Smith 1996;Kunda 1990). Observing this lack of attention to processes, Eagly and Chaiken (1995) recently issued a call to investigators to "understand the specific psychological mechanisms that enable people to thwart persuasive efforts" (p. 422). They suggest that, at this point, discussion of such processes "must necessarily be speculative, given the limited amount of research that has addressed mediating processes." Our research attempts to replace this speculation with theory and data.An understanding of resistance processes is important not only from the theoretical standpoint of understanding the dynamics of persuasion, but it also has substantial practical implications for marketers. For instance, Kunda (1990) *Rohini Ahluwalia is assistant professor of marketing and Charles W. Oswald Faculty Fellow at the School of Business, University of Kansas, Summerfield Hall, Lawrence, KS 66045 (e-mail: rahluwalia@ukans.edu). The author thanks the editor, associate editor, and reviewers for their constructive feedback and guidance, and Jack Brehm, Mike Etteridge, Steve Hillmer, Sam Green, Zeynep Gurhan-Canli, Jill Klein, Durairaj Maheswaran, and Vern Richardson for their input on this project....

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Section: Target Product Category and Brand Athletic Shoesmentioning

confidence: 99%

Examination of Psychological Processes Underlying Resistance to Persuasion

Ahluwalia¹

2000

J Consum Res

228

200

View full text Add to dashboard Cite

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“…However, a number of studies have shown that dierent weighting approaches lead to inconsistent estimates (e.g. Eckenrode, 1965;Hobbs, 1980;Schoemaker and Waid, 1982;Jaccard, Brinberg, and Ackerman, 1986;Borcherding, Eppel, and von Winterfeldt, 1991;Fischer, 1995). In practice, it seems reasonable to assume that some weighting methods should be more accurate than others.…”

Section: Simulation Framework For Evaluating Decision Qualitymentioning

confidence: 99%

Attribute weighting methods and decision quality in the presence of response error: a simulation study

Jia

Fischer

Dyer

1998

J. Behav. Decis. Making

172

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“…According to Louviere and Islam (2008), indirect measures provide richer insights about trade-offs among attributes and provides more meaningful managerial inputs due its natural link with consumer purchasing context. Jaccard, Brinberg, and Lee (1986) also found lack of convergence among direct and indirect measures of importance. In absence of underlying theoretical reasons for such differences, we use indirect measures that have external validity in the literature (see Louviere & Islam, 2008, for discussion on external validity of indirect measures).…”

Section: A Choice Model Of Museum Visitationmentioning

confidence: 96%

The Scale-Adusted Latent Class Model: Application to Museum Visitation

Burke

Burton²,

Huybers³

et al. 2010

Tourism Analysis

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Preferences of tourists and visitors are varied in a number of markets, making it difficult for managers to understand how underlying segments might respond to changes in service offerings. Market segments differ in preferences for specific features, as well as how consistently they make their choices. In this article, we illustrate recent developments in choice modeling that allows for simultaneously modeling feature preferences and consistency of choice. We use the Scale-Adjusted Latent Class Model (SALCM) to better understand choices in the context of a research project conducted in collaboration with six major Australian museums involving a sample of 3,685 museum visitors. We identify three preference classes of museum-goers that explain preferences for levels of26 museum attributes: Life Force (two thirds of visitors), Educated Thinkers, and Wealthy At-Homes. Our results indicate sensitivity to general entry prices, including preference for free entry or entry "by donation." Tours are preferred if smaller, lengthier, and conducted by paid museum staff. Not unexpectedly, the findings suggest that museums should cater for children, with some classes responding positively to providing supervised child areas. Most visitors prefer museums that are dynamic, offer new experiences, and regularly update permanent displays. However, the three classes identified have different overall experience preferences; for example, Educated Thinkers see museums as an educational opportunity, but Wealthy At-Homes prefer entertaining experiences. Incentives for return visits and cross-museum promotional offers are valued by the Life Force class, but have little effect on Educated Thinkers. The SALCM approach may be attractive to other areas of tourism analysis, especially where offerings contain many attributes and potential market segments are difficult to define and understand.

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Assessing Attribute Importance: A Comparison of Six Methods

Cited by 154 publications

References 10 publications

Examination of Psychological Processes Underlying Resistance to Persuasion

Examination of Psychological Processes Underlying Resistance to Persuasion

Attribute weighting methods and decision quality in the presence of response error: a simulation study

The Scale-Adusted Latent Class Model: Application to Museum Visitation

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