Item Context and the Stability of Entity-Based and Attribute-Based Multiattribute Scaling Methods

R Kenneth Teas and John K Wong

Journal of Consumer Research, 1992, vol. 18, issue 4, 536-45

Abstract: Multientity scaling is a multiattribute-measurement procedure that obtains simultaneous ratings of two or more entities from a single respondent. The purpose of this research is to examine experimentally the issue of item-context effects on the stability of two types of multientity scaling procedures--attribute-based and entity-based multientity scaling. The findings indicate that both procedures may be subject to problems of instability when the comparative context of the ratings is changed, with attribute-based scaling being characterized.by more instability than entity-based scaling. On the basis of the findings, potential methods of increasing multientity scaling stability are explored. Copyright 1992 by the University of Chicago.

Date: 1992
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Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:18:y:1992:i:4:p:536-45

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