The Importance of Differential Weights in Multiple Attribute Models of Consumer Attitude
Journal of Marketing ResearchPublished 1 May 1973
Neil E. Beckwith, Donald R. Lehmann
Citations91
SJR quartileQ1
SJR score6.96
SNIP2.42
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Abstract
A multiple attribute model of consumer attitude was used to predict the relative preferences of individuals for various television shows. Differential weights provided only limited benefits, compared to the use of equal weights. This may be because respondents spread their perceptions of alternatives on the more important attributes, correlations between the attributes, or model misspecification.
Keywords
Economics, Econometrics and FinanceBusiness, Management and Accounting
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