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A Polarization Model for Describing Group Preferences

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  • Rao, Vithala R
  • Steckel, Joel H

Abstract

This article develops a model for describing the preferences of a group of its individual members. The model incorporates the empirically observed group-polarization phenomenon. It Is interesting that the resulting group preference evaluation is essentially a weighted linear model of individual preferences with the addition of an intercept term. The polarization model is empirically tested in two experimental contexts, faculty-candidate and restaurant selection. For both experimental situations, the polarization model performed better for the majority of groups tested in predicting a holdout sample than did either the more common weighted linear model without an intercept (with weights summing to one) or the multilinear model. Copyright 1991 by the University of Chicago.

Suggested Citation

  • Rao, Vithala R & Steckel, Joel H, 1991. "A Polarization Model for Describing Group Preferences," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(1), pages 108-118, June.
    • Handle: RePEc:oup:jconrs:v:18:y:1991:i:1:p:108-18
    DOI: 10.1086/209245
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    1. Chang, Victor & Liu, Ben S.C. & Sudharshan, D. & Xu, Qianwen Ariel, 2021. "Towards an effective negotiation modeling: Investigating transboundary disputes with cases of lower possibilities," Technological Forecasting and Social Change, Elsevier, vol. 165(C).
    2. Boto-García, David & Mariel, Petr & Baños-Pino, José Francisco, 2023. "Intra-household bargaining for a joint vacation," Journal of choice modelling, Elsevier, vol. 47(C).
    3. Nesha Beharry-Borg & David Hensher & Riccardo Scarpa, 2009. "An Analytical Framework for Joint vs Separate Decisions by Couples in Choice Experiments: The Case of Coastal Water Quality in Tobago," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 43(1), pages 95-117, May.
    4. Oded Netzer & Olivier Toubia & Eric Bradlow & Ely Dahan & Theodoros Evgeniou & Fred Feinberg & Eleanor Feit & Sam Hui & Joseph Johnson & John Liechty & James Orlin & Vithala Rao, 2008. "Beyond conjoint analysis: Advances in preference measurement," Marketing Letters, Springer, vol. 19(3), pages 337-354, December.
    5. Neeraj Arora & Ty Henderson & Qing Liu, 2011. "Noncompensatory Dyadic Choices," Marketing Science, INFORMS, vol. 30(6), pages 1028-1047, November.
    6. Vishal Narayan & Vithala R. Rao & Carolyne Saunders, 2011. "How Peer Influence Affects Attribute Preferences: A Bayesian Updating Mechanism," Marketing Science, INFORMS, vol. 30(2), pages 368-384, 03-04.
    7. Panchalingam, Thadchaigeni & Howard, Gregory & Allen Klaiber, H. & Roe, Brian E., 2023. "Food choice behavior of adolescents under parent-child interaction in the context of US school lunch programs," Food Policy, Elsevier, vol. 115(C).
    8. Espérance Zossou & Rose Fiamohe & Simple Davo Vodouhe & Matty Demont, 2022. "Experimental auctions with exogenous and endogenous information treatment: Willingness to pay for improved parboiled rice in Benin," Journal of Agricultural Economics, Wiley Blackwell, vol. 73(3), pages 806-825, September.
    9. Demont, Matty & Rutsaert, Pieter & Ndour, Maimouna & Verbeke, Wim & Seck, Papa Abdoulaye & Tollens, Eric, 2012. "Experimental auctions, collective induction and choice shift: Willingness-to-pay for rice quality in Senegal," 2012 Conference, August 18-24, 2012, Foz do Iguacu, Brazil 126861, International Association of Agricultural Economists.
    10. Ardeshiri, Ali & Vij, Akshay, 2019. "Lifestyles, residential location, and transport mode use: A hierarchical latent class choice model," Transportation Research Part A: Policy and Practice, Elsevier, vol. 126(C), pages 342-359.
    11. Rajdeep Grewal & Gary Lilien & Sundar Bharadwaj & Pranav Jindal & Ujwal Kayande & Robert Lusch & Murali Mantrala & Robert Palmatier & Aric Rindfleisch & Lisa Scheer & Robert Spekman & Shrihari Sridhar, 2015. "Business-to-Business Buying: Challenges and Opportunities," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 2(3), pages 193-208, September.
    12. Matthew J. Beck & John M. Rose, 2019. "Stated preference modelling of intra-household decisions: Can you more easily approximate the preference space?," Transportation, Springer, vol. 46(4), pages 1195-1213, August.
    13. Vikki O’Neill & Stephane Hess, 2014. "Heterogeneity assumptions in the specification of bargaining models: a study of household level trade-offs between commuting time and salary," Transportation, Springer, vol. 41(4), pages 745-763, July.
    14. Anocha Aribarg & Neeraj Arora & Moon Young Kang, 2010. "Predicting Joint Choice Using Individual Data," Marketing Science, INFORMS, vol. 29(1), pages 139-157, 01-02.

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