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

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  • Teas, R Kenneth
  • Wong, John K

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.

Suggested Citation

  • Teas, R Kenneth & Wong, John K, 1992. "Item Context and the Stability of Entity-Based and Attribute-Based Multiattribute Scaling Methods," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(4), pages 536-545, March.
    • Handle: RePEc:oup:jconrs:v:18:y:1992:i:4:p:536-45
    DOI: 10.1086/209280
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    1. S. Hess & E. Suárez & J. Camacho & G. Ramírez & B. Hernández, 2001. "Reliability of Coordinates Obtained by MINISSA Concerning the Order of Presented Stimuli," Quality & Quantity: International Journal of Methodology, Springer, vol. 35(2), pages 117-128, May.
    2. Wirtz, Jochen & Xiao, Ping & Chiang, Jeongwen & Malhotra, Naresh, 2014. "Contrasting the Drivers of Switching Intent and Switching Behavior in Contractual Service Settings," Journal of Retailing, Elsevier, vol. 90(4), pages 463-480.
    3. Miniard, Paul W. & Rose, Randall L. & Manning, Kenneth C. & Barone, Michael J., 1998. "Tracking the effects of comparative and noncomparative advertising with relative and nonrelative measures: A further examination of the framing correspondence hypothesis," Journal of Business Research, Elsevier, vol. 41(2), pages 137-143, February.
    4. 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.

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