1 Introduction
2 Idiosyncratic brand and attribute sets
2.1 Elicitation of attributes and brands
3 Model
3.1 Data collection
3.2 Analysis model
3.3 Assessing model fit
3.4 Assessing the dimensionality of the configuration
4 Experimental comparison
4.1 Purpose
4.2 Study design
4.3 Results: evaluation of judgment tasks
Task evaluation dimensionsa
| ||||||
---|---|---|---|---|---|---|
Attribute relevance | Brand knowledge | Judgment certainty | Task simplicity | Task attitude | ||
Product category | Rating procedure | Average evaluations | ||||
Supermarkets | Idiosyncratic brand and attribute sets | 5.45a
| 4.31a
| 4.56a
| 4.74a
| 4.37a
|
Fixed brand set and idiosyncratic attribute set | 5.29a
| 2.67b
| 3.99b
| 4.72a
| 4.31a
| |
Fixed brand and attribute sets | 4.79b
| 2.43b
| 3.68c
| 4.51a
| 3.92b
| |
Automobiles | Idiosyncratic brand and attribute sets | 4.28a
| 3.37a
| 3.20a
| 3.85a
| 3.75a
|
Fixed brand set and idiosyncratic attribute set | 4.14a,b
| 3.41a
| 3.15a
| 3.79a
| 3.48a
| |
Fixed brand and attribute sets | 4.00b
| 3.39a
| 3.08a
| 3.87a
| 3.42a
| |
Factor | ANOVA results | |||||
Data collection procedure (d.f. = 2, 1,218) |
F = 15.04 |
F = 52.43 |
F = 10.35 |
F = 0.49 |
F = 5.28 | |
p < 0.001 |
p < 0.001 |
p < 0.001 |
p = 0.613 |
p = 0.005 | ||
Product category (d.f. = 1, 1,218) |
F = 220.19 |
F = 9.85 |
F = 105.23 |
F = 90.32 |
F = 43.62 | |
p < 0.001 |
p = 0.002 |
p < 0.001 |
p < 0.001 |
p < 0.001 | ||
Data collection procedure × product category (d.f. = 2, 1,218) |
F = 3.17 |
F = 55.90 |
F = 6.12 |
F = 1.12 |
F = 1.03 | |
p = 0.042 |
p < 0.001 |
p = 0.002 |
p = 0.327 |
p = 0.357 |
4.4 Results: comparison of perceptual maps
Product Category | Rating Procedure | Sample Size | Model Fit (4 dimensions) | Similarity Across Maps (Congruence Coefficient) | |||
---|---|---|---|---|---|---|---|
RI | VAF | With A | With B | With C | |||
Supermarkets | Idiosyncratic brand and attribute sets, 21 brands | 200 | 0.81 | 0.84 | 0.95 | 0.84 | 0.82 |
Idiosyncratic brand and attribute sets, 10 brands (A) | 198 | 0.91 | 0.93 | – | 0.77 | 0.76 | |
Fixed brand set and idiosyncratic attribute set (B) | 182 | 0.61 | 0.64 | 0.77 | – | 0.91 | |
Fixed brand and attribute sets (C) | 220 | 0.60 | 0.64 | 0.76 | 0.91 | – | |
Automobiles | Idiosyncratic brand and attribute sets, 28 brands | 142 | 0.62 | 0.63 | 0.91 | 0.85 | 0.81 |
Idiosyncratic brand and attribute sets, 10 brands (A) | 141 | 0.80 | 0.84 | – | 0.90 | 0.86 | |
Fixed brand set and idiosyncratic attribute set (B) | 175 | 0.60 | 0.61 | 0.90 | – | 0.94 | |
Fixed brand and attribute sets (C) | 177 | 0.55 | 0.58 | 0.86 | 0.94 | – |