MNL63: Appendix X: Collecting Intensity and Hedonic Information Separately

    Gaskin, Gloria A.
    Bush Brothers and Company, Knoxville, TN

    Keith, Joni L.
    Bush Brothers and Company, Knoxville, TN

    Pages: 2    Published: Jan 2009


    Abstract

    This example utilizes attribute intensity data rather than “Just About Right” data in conjunction with Overall Liking in order to determine attribute intensities that maximize Overall Liking. For this example, previously published data were utilized [1]. By relating Overall Liking to attribute intensities on an attribute-by-attribute basis and on a product-by-product basis, information is gained regarding the drivers of Overall Liking. Simple linear regression can be used to determine an equation relating Overall Liking to attribute intensity (Overall Liking = b0 + b1 Attribute Intensity). The slope b1 measures importance. High values of b1 indicate an important attribute, while low values of b1 indicate an attribute that is less important in predicting Overall Liking [2].


    Paper ID: MNL11505M

    Committee/Subcommittee: E18.03

    DOI: 10.1520/MNL11505M


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    ISBN10: 0-8031-7010-6
    ISBN13: 978-0-8031-7010-0