Tipping the Scale: Discriminability Effects in Measurement
A ratio scale can be multiplied by an arbitrary factor (e.g., 10) while preserving all critical information. However, we demonstrate that 1) expanded (e.g. 100 vs. 10.0-point) scales increase the relative importance of attributes in conjoint, though they 2) do not increase participants’ explicit importance ratings, and 3) show diminishing sensitivity.
Katherine Burson and Richard Larrick (2012) ,"Tipping the Scale: Discriminability Effects in Measurement", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 280-283.
Katherine Burson, University of Michigan, USA
Richard Larrick, Duke University, USA
NA - Advances in Consumer Research Volume 40 | 2012
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