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| Author: | Verlegh, P.W.J. Schifferstein, H.N.J. Wittink, D.R. |
| Title: | Range and number-of-levels effects in derived and stated measures of attribute importance |
| Journal: | Marketing Letters
2002 : FEB, VOL. 13:1, p. 41-52 |
| Index terms: | Marketing Products Conjoint analysis |
| Freeterms: | Attribute importance Context effects |
| Language: | eng |
| Abstract: | It is studied how the range of variation and the number of attribute levels affect five measures of attribute importance: full profile conjoint estimates, ranges in attribute level attractiveness ratings, regression coefficients, graded paired comparisons, and self-reported ratings. It is found that all importance measures are affected by the range manipulation. The number of attribute levels affects only two measures. The results allows to benchmark the magnitude of the number-of-levels effect against the range effect: conjoint importance estimates were approximately equally affected by a 3-fold increase in the range of attribute variation and by the insertion of two intermediate attribute levels. The study's findings show that the number-of-levels effect is most likely due to respondentsÂ’ tendencies to distribute their mental stimulus representations and their responses uniformly over the corresponding continua. |
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