IDEAS home Printed from https://ideas.repec.org/a/kap/mktlet/v23y2012i3p585-601.html
   My bibliography  Save this article

Multiattribute perceptual mapping with idiosyncratic brand and attribute sets

Author

Listed:
  • Tammo Bijmolt
  • Michel Velden

Abstract

This article proposes an extremely flexible procedure for perceptual mapping based on multiattribute ratings, such that the respondent freely generates sets of both brands and attributes. Therefore, the brands and attributes are known and relevant to each participant. Collecting and analyzing such idiosyncratic datasets can be challenging. Therefore, this study proposes a modification of generalized canonical correlation analysis to support the analysis of the complex data structure. The model results in a common perceptual map with subject-specific and overall fit measures. An experimental study compares the proposed procedure with alternative approaches using predetermined sets of brands and/or attributes. In the proposed procedure, brands are better known, attributes appear more relevant, and the respondent’s burden is lower. The positions of brands in the new perceptual map differ from those obtained when using fixed brand sets. Moreover, the new procedure typically yields positioning information on more brands. An empirical study on positioning of shoe stores illustrates our procedure and resulting insights. Finally, the authors discuss limitations, potential application areas, and directions for research. Copyright The Author(s) 2012

Suggested Citation

  • Tammo Bijmolt & Michel Velden, 2012. "Multiattribute perceptual mapping with idiosyncratic brand and attribute sets," Marketing Letters, Springer, vol. 23(3), pages 585-601, September.
    • Handle: RePEc:kap:mktlet:v:23:y:2012:i:3:p:585-601
    DOI: 10.1007/s11002-012-9163-8
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1007/s11002-012-9163-8
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1007/s11002-012-9163-8?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Michel Velden & Tammo Bijmolt, 2006. "Generalized canonical correlation analysis of matrices with missing rows: a simulation study," Psychometrika, Springer;The Psychometric Society, vol. 71(2), pages 323-331, June.
    2. van der Burg, Eeke & de Leeuw, Jan & Dijksterhuis, Garmt, 1994. "OVERALS : Nonlinear canonical correlation with k sets of variables," Computational Statistics & Data Analysis, Elsevier, vol. 18(1), pages 141-163, August.
    3. Van Ittersum, Koert & Pennings, Joost M.E. & Wansink, Brian & van Trijp, Hans C.M., 2007. "The validity of attribute-importance measurement: A review," Journal of Business Research, Elsevier, vol. 60(11), pages 1177-1190, November.
    4. Breivik, Einar & Supphellen, Magne, 2003. "Elicitation of product attributes in an evaluation context: A comparison of three elicitation techniques," Journal of Economic Psychology, Elsevier, vol. 24(1), pages 77-98, February.
    5. Ho, Ying & Chung, Yuho & Lau, Kin-nam, 2010. "Unfolding large-scale marketing data," International Journal of Research in Marketing, Elsevier, vol. 27(2), pages 119-132.
    6. Bech-Larsen, Tino & Nielsen, Niels Asger, 1999. "A comparison of five elicitation techniques for elicitation of attributes of low involvement products," Journal of Economic Psychology, Elsevier, vol. 20(3), pages 315-341, June.
    7. Sanbonmatsu, David M. & Kardes, Frank R. & Herr, Paul M., 1992. "The role of prior knowledge and missing information in multiattribute evaluation," Organizational Behavior and Human Decision Processes, Elsevier, vol. 51(1), pages 76-91, February.
    8. Eggers, Felix & Sattler, Henrik, 2009. "Hybrid individualized two-level choice-based conjoint (HIT-CBC): A new method for measuring preference structures with many attribute levels," International Journal of Research in Marketing, Elsevier, vol. 26(2), pages 108-118.
    9. Muthukrishnan, A V & Kardes, Frank R, 2001. "Persistent Preferences for Product Attributes: The Effects of the Initial Choice Context and Uninformative Experience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(1), pages 89-104, June.
    10. Dillon, William R & Frederick, Donald G & Tangpanichdee, Vanchai, 1985. "Decision Issues in Building Perceptual Product Spaces with Multi-attribute Rating Data," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(1), pages 47-63, June.
    11. Torres, Anna & Bijmolt, Tammo H.A., 2009. "Assessing brand image through communalities and asymmetries in brand-to-attribute and attribute-to-brand associations," European Journal of Operational Research, Elsevier, vol. 195(2), pages 628-640, June.
    12. Olivier Toubia & John Hauser & Rosanna Garcia, 2007. "Probabilistic Polyhedral Methods for Adaptive Choice-Based Conjoint Analysis: Theory and Application," Marketing Science, INFORMS, vol. 26(5), pages 596-610, 09-10.
    13. Lynch, John G, Jr & Chakravarti, Dipankar & Mitra, Anusree, 1991. "Contrast Effects in Consumer Judgments: Changes in Mental Representations or in the Anchoring of Rating Scales?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(3), pages 284-297, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Tammo H.A. Bijmolt & Michel Wedel & Wayne S. DeSarbo, 2021. "Adaptive Multidimensional Scaling: Brand Positioning Based on Decision Sets and Dissimilarity Judgments," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 8(1), pages 1-15, June.
    2. Aron Culotta & Jennifer Cutler, 2016. "Mining Brand Perceptions from Twitter Social Networks," Marketing Science, INFORMS, vol. 35(3), pages 343-362, May.
    3. Kanupriya Adlakha & Sanjeev Sharma, 2020. "Brand Positioning Using Multidimensional Scaling Technique: An Application to Herbal Healthcare Brands in Indian Market," Vision, , vol. 24(3), pages 345-355, September.
    4. Xuan Gong & Yunchan Zhu & Rizwan Ali & Ruijin Guo, 2019. "Capturing Associations and Sustainable Competitiveness of Brands from Social Tags," Sustainability, MDPI, vol. 11(6), pages 1-20, March.
    5. Pieter C. Schoonees & Patrick J. F. Groenen & Michel Velden, 2022. "Least-squares bilinear clustering of three-way data," Advances in Data Analysis and Classification, Springer;German Classification Society - Gesellschaft für Klassifikation (GfKl);Japanese Classification Society (JCS);Classification and Data Analysis Group of the Italian Statistical Society (CLADAG);International Federation of Classification Societies (IFCS), vol. 16(4), pages 1001-1037, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Köcher, Sören & Jugovac, Michael & Jannach, Dietmar & Holzmüller, Hartmut H., 2019. "New Hidden Persuaders: An Investigation of Attribute-Level Anchoring Effects of Product Recommendations," Journal of Retailing, Elsevier, vol. 95(1), pages 24-41.
    2. Torres, Anna & Bijmolt, Tammo H.A., 2009. "Assessing brand image through communalities and asymmetries in brand-to-attribute and attribute-to-brand associations," European Journal of Operational Research, Elsevier, vol. 195(2), pages 628-640, June.
    3. Fernando, Angeline Gautami & Aw, Eugene Cheng-Xi, 2023. "What do consumers want? A methodological framework to identify determinant product attributes from consumers’ online questions," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    4. Gensler, Sonja & Hinz, Oliver & Skiera, Bernd & Theysohn, Sven, 2012. "Willingness-to-pay estimation with choice-based conjoint analysis: Addressing extreme response behavior with individually adapted designs," European Journal of Operational Research, Elsevier, vol. 219(2), pages 368-378.
    5. Leduc, Gaëlle & Billaudet, Larissa & Engström, Ebba & Hansson, Helena & Ryan, Mary, 2023. "Farmers' perceived values in conventional and organic farming: A comparison between French, Irish and Swedish farmers using the Means-end chain approach," Ecological Economics, Elsevier, vol. 207(C).
    6. Jonas Schmidt & Tammo H. A. Bijmolt, 2020. "Accurately measuring willingness to pay for consumer goods: a meta-analysis of the hypothetical bias," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 499-518, May.
    7. Sohn, Stefanie, 2017. "A contextual perspective on consumers' perceived usefulness: The case of mobile online shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 22-33.
    8. Dongling Huang & Lan Luo, 2016. "Consumer Preference Elicitation of Complex Products Using Fuzzy Support Vector Machine Active Learning," Marketing Science, INFORMS, vol. 35(3), pages 445-464, May.
    9. Meulders, Michel, 2013. "An R Package for Probabilistic Latent Feature Analysis of Two-Way Two-Mode Frequencies," Journal of Statistical Software, Foundation for Open Access Statistics, vol. 54(i14).
    10. Marcelo Vinhal Nepomuceno & Michel Laroche, 2017. "When Materialists Intend to Resist Consumption: The Moderating Role of Self-Control and Long-Term Orientation," Journal of Business Ethics, Springer, vol. 143(3), pages 467-483, July.
    11. Chunhua Wu & Koray Cosguner, 2020. "Profiting from the Decoy Effect: A Case Study of an Online Diamond Retailer," Marketing Science, INFORMS, vol. 39(5), pages 974-995, September.
    12. Voss, Roediger & Gruber, Thorsten & Szmigin, Isabelle, 2007. "Service quality in higher education: The role of student expectations," Journal of Business Research, Elsevier, vol. 60(9), pages 949-959, September.
    13. repec:dau:papers:123456789/4234 is not listed on IDEAS
    14. Dahl, Tobias & Naes, Tormod, 2006. "A bridge between Tucker-1 and Carroll's generalized canonical analysis," Computational Statistics & Data Analysis, Elsevier, vol. 50(11), pages 3086-3098, July.
    15. Hauser, John R., 2014. "Consideration-set heuristics," Journal of Business Research, Elsevier, vol. 67(8), pages 1688-1699.
    16. Mingyu Joo & Michael L. Thompson & Greg M. Allenby6, 2019. "Optimal Product Design by Sequential Experiments in High Dimensions," Management Science, INFORMS, vol. 65(7), pages 3235-3254, July.
    17. Christian Schlereth & Christine Eckert & Bernd Skiera, 2012. "Using discrete choice experiments to estimate willingness-to-pay intervals," Marketing Letters, Springer, vol. 23(3), pages 761-776, September.
    18. Hilary Wason & Nathalie Charlton, 2015. "How positioning strategies affect co-branding outcomes," Cogent Business & Management, Taylor & Francis Journals, vol. 2(1), pages 1092192-109, December.
    19. Simone Mueller & Larry Lockshin & Jordan Louviere, 2010. "What you see may not be what you get: Asking consumers what matters may not reflect what they choose," Marketing Letters, Springer, vol. 21(4), pages 335-350, December.
    20. Khan, Kamran & Hameed, Irfan, 2017. "The mediation of customer satisfaction and moderation of Price: Evidence from the generation Y users of cell phones," MPRA Paper 91773, University Library of Munich, Germany.
    21. Koert Van Ittersum, 2012. "The effect of decision makers’ time perspective on intention–behavior consistency," Marketing Letters, Springer, vol. 23(1), pages 263-277, March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:kap:mktlet:v:23:y:2012:i:3:p:585-601. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.