Comparing Multiattribute Attitude Models by Optimal Scaling
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TL;DR
It is concluded that valid comparisons between the performance of competing multiattribute attitude models must be made between optimally-scaled versions.
Abstract
Journal Article Comparing Multiattribute Attitude Models by Optimal Scaling Get access Morris B. Holbrook Morris B. Holbrook Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 4, Issue 3, December 1977, Pages 165–171, https://doi.org/10.1086/208692 Published: 01 December 1977 Article history Received: 01 June 1977 Revision received: 01 September 1977 Published: 01 December 1977