Attribute-Value Functions and the Importance of Attributes

Koert Van Ittersum, Georgia Institute of Technology, College of Management, 800 West Peachtree Street NW, Atlanta, GA 30332, USA.
Joost M.E. Pennings, University of Illinois at Urbana-Champaign, Department of Agricultural and Consumer Economics, 326 Mumford Hall, mc-710, 1301 West Gregory Drive, Urbana, IL 61801, USA
The validity and reliability of attribute-importance measurement is highly method-dependent. To evade this method-dependency, we investigate if and how the global and local shape of attribute-value functions relate to the global and local importance of attributes. The global importance of attributes is a stable characteristic that depends on an individual’s values and needs. The local importance is a volatile characteristic that depends on the stimulus set in a judgment task. We find that the importance of attributes relates to the shape of value functions, and we demonstrate how the shape of attribute-value functions predicts choice behavior. The results provide a basis for valid and reliable attribute-importance measurement.
[ to cite ]:
Koert Van Ittersum and Joost M.E. Pennings (2007) ,"Attribute-Value Functions and the Importance of Attributes", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 627.