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.
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.
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
NA - Advances in Consumer Research Volume 34 | 2007
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