Access

You are not currently logged in.

Access JSTOR through your library or other institution:

login

Log in through your institution.

If You Use a Screen Reader

This content is available through Read Online (Free) program, which relies on page scans. Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Journal Article

Assessing Attribute Importance: A Comparison of Six Methods

James Jaccard, David Brinberg and Lee J. Ackerman
Journal of Consumer Research
Vol. 12, No. 4 (Mar., 1986), pp. 463-468
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/254305
Page Count: 6
Were these topics helpful?
See something inaccurate? Let us know!

Select the topics that are inaccurate.

Cancel
  • Read Online (Free)
  • Download ($14.00)
  • Subscribe ($19.50)
  • Add to My Lists
  • Cite this Item
Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Assessing Attribute Importance: A Comparison of Six Methods
Preview not available

Abstract

Six methods of measuring attribute importance were evaluated for convergent validity. The methods were (1) an open-ended elicitation approach, (2) an information-search approach based on Jacoby's behavioral process technology, (3) direct ratings of importance, (4) conjoint measurement, (5) indices based on Jaccard's subjective probability approach, and (6) a paired comparison approach. The convergent validity of importance methods was investigated for two product classes: birth control and cars. Results indicated relatively low levels of convergence among measures.

Page Thumbnails

  • Thumbnail: Page 
463
    463
  • Thumbnail: Page 
464
    464
  • Thumbnail: Page 
465
    465
  • Thumbnail: Page 
466
    466
  • Thumbnail: Page 
467
    467
  • Thumbnail: Page 
468
    468