caa a22 4500 469067144 CHVBK 20180323132911.0 cr unu---uuuuu 170328e19920101xx s 000 0 eng 10.1007/BF00994083 doi (NATIONALLICENCE)springer-10.1007/BF00994083 Accommodating the effects of brand unfamiliarity in the multidimensional scaling of preference data [Elektronische Daten] [Rabikar Chatterjee, Wayne Desarbo] This paper presents a multidimensional scaling (MDS) methodology (vector model) for the spatial analysis of preference data that explicitly models the effects of unfamiliarity on evoked preferences. Our objective is to derive a joint space map of brand locations and consumer preference vectors that is free from potential distortion resulting from the analysis of preference data confounded with the effects of consumer-specific brand unfamiliarity. An application based on preference and familiarity ratings for ten luxury car models collected from 240 consumers who intended to buy a luxury car within a designated time frame is presented. The results are compared with those obtained from MDPREF, a popular metric vector MDS model used for the scaling of preference data. In particular, we find that the consumer preference vectors obtained from the proposed methodology are substantially different in orientation from those estimated by the MDPREF model. The implications of the methodology are discussed. Kluwer Academic Publishers, 1992 Brand familiarity nationallicence Consumer preference analysis nationallicence Multi-dimensional scaling nationallicence Chatterjee Rabikar University of Michigan, USA aut Desarbo Wayne University of Michigan, USA aut Marketing Letters Kluwer Academic Publishers 3/1(1992-01-01), 85-99 0923-0645 3:1<85 1992 3 11002 https://doi.org/10.1007/BF00994083 text/html Onlinezugriff via DOI 1 research-article jats NATIONALLICENCE 856 40 https://doi.org/10.1007/BF00994083 text/html Onlinezugriff via DOI NATIONALLICENCE 700 1- Chatterjee Rabikar University of Michigan, USA aut NATIONALLICENCE 700 1- Desarbo Wayne University of Michigan, USA aut NATIONALLICENCE 773 0- Marketing Letters Kluwer Academic Publishers 3/1(1992-01-01), 85-99 0923-0645 3:1<85 1992 3 11002 Metadata rights reserved Springer special CC-BY-NC licence nationallicence BK010053 XK010053 XK010000 NATIONALLICENCE NATIONALLICENCE NL-springer