Logo Logo

Comparing Derived Importance Weights Across Attributes, Journal of Consumer Research

Abstract

In a recent paper, Currim, Weinberg, and Wittink (1981) noted that attribute importance weights inferred from conjoint analysis results may be influenced by the number of levels on which an attribute is defined. For a main-effects part-worth model, attribute importance is typically computed by taking the difference between the "best" and "worst" levels' estimated utilities. Currim, Weinberg, and Wittink argued that the minimum weight obtainable for a three-level attribute is higher than the rain hum weight for an attribute with only two levels, if forced tank order or equivalent preference judgments are collected. However, they recognized that the empirical finding could also be due to a "managerial" reason (attributes perceived as critical are defined on a greater number of levels) or a "psychological" phenomenon (respondents may pay more attention to attributes as the number of levels increases). In this paper, we investigate in more detail the possible relation between derived importances and number of attribute levels.

Type

Article

Author(s)

Dick R. Wittink, Lakshman Krishnamurthi, Julia B. Nutter

Date Published

1982

Citations

Wittink, R. Dick, Lakshman Krishnamurthi, and Julia B. Nutter. 1982. Comparing Derived Importance Weights Across Attributes. Journal of Consumer Research. 8(4): 471-473.

KELLOGG INSIGHT

Explore leading research and ideas

Find articles, podcast episodes, and videos that spark ideas in lifelong learners, and inspire those looking to advance in their careers.
learn more

COURSE CATALOG

Review Courses & Schedules

Access information about specific courses and their schedules by viewing the interactive course scheduler tool.
LEARN MORE

DEGREE PROGRAMS

Discover the path to your goals

Whether you choose our Full-Time, Part-Time or Executive MBA program, you’ll enjoy the same unparalleled education, exceptional faculty and distinctive culture.
learn more