Attribute-Value Functions and the Importance of Attributes
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.
Citation:
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.
Authors
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
Volume
NA - Advances in Consumer Research Volume 34 | 2007
Share Proceeding
Featured papers
See MoreFeatured
Beyond Needs and Wants: How Networked Hyper-rational Economic Actors “Win” the Deal but “Lose” the Shopping Trip
Colin Campbell, University of San Diego, USA
Hope Schau, University of Arizona, USA
Featured
N10. How Does It Make You Feel? Emotional Reasoning and Consumer Decisions
Andrea Rochelle Bennett, University of North Texas
Blair Kidwell, University of North Texas
Jonathan Hasford, University of Central Florida, USA
David Hardesty, University of Kentucky, USA
Molly Burchett, University of Kentucky, USA
Featured
Alternative “Facts”: The Effects of Narrative Processing on the Acceptance of Factual Information
Anne Hamby, Hofstra University
David Brinberg, Virginia Tech, USA