Improving Attribute-Importance Measurement; a Reference-Point Approach

EXTENDED ABSTRACT - Abstract Despite the importance of identifying the hierarchy of product attributes that drive judgment and choice, the many available methods remain limited regarding their convergent validity and test-retest reliability. To increase the validity and reliability of attribute-importance measurement, we focus on the central antecedent of the importance of product attributes in judgment and choice: consumers’ valuation curve of an attributeBthe idiosyncratic valuation of an attribute at different attribute levels relative to consumers’ reference points. We propose two new attribute-importance measures that reflect the determinance and the relevance of an attribute respectively, and show that accounting for the effects of reference points increases the predictive validity of attribute-determinance measures.



Citation:

Koert van Ittersum, Joost M.E. Pennings, Brian Wansink, and Hans C.M. van Trijp (2004) ,"Improving Attribute-Importance Measurement; a Reference-Point Approach", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 84-85.

Authors

Koert van Ittersum, Georgia Institute of Technology
Joost M.E. Pennings, University of Illinois at Urbana-Champaign
Brian Wansink, University of Illinois at Urbana-Champaign
Hans C.M. van Trijp, Wageningen University



Volume

NA - Advances in Consumer Research Volume 31 | 2004



Share Proceeding

Featured papers

See More

Featured

D9. Consumption Closure as a Driver of Positive Word of Mouth

Christina Saenger, Youngstown State University
Veronica Thomas, Towson University

Read More

Featured

Always Trust in Your Friends? Cross-cultural Effects of Review Source and Incentives on Trustworthiness

Dionysius Ang, Leeds University Business School

Read More

Featured

Resolving Humorous Incongruity in Advertising Facilitates Impressions of Firm Competence

*Chi Hoang, Norwegian School of Management, Norway
Klemens Knoferle, Norwegian School of Management, Norway
Luk Warlop, Norwegian School of Management, Norway

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.