Not worth the extra cost? Diluting the differentiation ability of highly rated products by altering the meaning of rating scale levels

Journal of Consumer Behaviour

Volumn 12, Issue 3, 2013, Pages 223-231

  Meißner, Martin ^a   Heinzle, Stefanie Lena ^b   Decker, Reinhold ^a  

^a BIELEFELD UNIVERSITY   (Germany)

^b UNIVERSITY OF ST GALLEN   (Switzerland)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 84878195694     PISSN: 14720817     EISSN: 14791838     Source Type: Journal    
DOI: 10.1002/cb.1425     Document Type: Article

References (20)

1. Bateman H, Islam T, Louviere J, Satchell S, Thorp S. 2011. Retirement investor risk tolerance in tranquil and crisis periods: experimental survey evidence. Journal of Behavioral Finance 12(4): 201-218.
2. Carroll D, Arabie P. 1980. Multidimensional scaling. Annual Review of Psychology 31: 607-649.
3. Chen C, Härdle W, Unwin A, Cox MAA, Cox TF. 2008. Multidimensional Scaling. Springer: Berlin Heidelberg.
4. Heinzle S, Wüstenhagen R. 2012. Dynamic adjustment of eco-labeling schemes and consumer choice-the revision of the EU energy label as missed opportunity? Business Strategy and the Environment 21(1): 60-70.
5. Huber J, Train K. 2001. On the similarity of classical and Bayesian estimates of individual mean partworths. Marketing Letters 12(3): 259-269.
6. Islam T, Louviere JJ, Burke PF. 2007. Modeling the effects of including/excluding attributes in choice experiments on systematic and random components. International Journal of Research in Marketing 24(4): 289-300.
7. Koffka K. 1935. Principles of Gestalt Psychology. Harcout, Brace and Co.: New York.
8. Kruskal JB. 1964. Multidimensional scaling by optimizing goodness of fit to a nonmetric hypothesis. Psychometrika 29(1): 1-27.
9. Louviere JJ, Eagle T. 2006. Confound it! That pesky little scale constant messes up our convenient assumptions. Proceedings of the Sawtooth Software Conference 2006; 211-228.
10. Louviere JJ, Islam T. 2008. A comparison of importance weights and willingness-to-pay measures derived from choice-based conjoint, constant sum scales and best-worst scaling. Journal of Business Research 61(9): 903-911.
11. Orme B. 2010. Getting Started with Conjoint Analysis: Strategies for Product Design and Product Research. Research Publishers: Madison.
12. Sattler H, Völckner F, Riediger C, Ringle CM. 2010. The impact of brand extension success drivers on brand extension price premiums. International Journal of Research in Marketing 27(4): 319-328.
13. Sawtooth Software. 2008. CBC v6.0 Technical Paper. Available at http://www.sawtoothsoftware.com/download/techpap/cbctech.pdf [accessed on 29 November 2012].
14. Schwarz N, Knäuper B, Hippler H-J, Noelle-Neumann E, Clark L. 1991. Rating scales: numeric values may change the meaning of scale labels. Public Opinion Quarterly 55(4): 570-582.
15. Swait J, Louviere JJ. 1993. The role of the scale parameter in the estimation and comparison of multinominal logit models. Journal of Marketing Research 30(3): 305-314.
16. Tversky A. 1977. Features of similarity. Psychological Review 84(4): 327-352.
17. Tversky A, Hutchinson JW. 1986. Nearest neighbour analysis of psychological spaces. Psychological Review 93(1): 3-22.
18. Weathers D, Sharma S, Niedrich RW. 2005. The impact of the number of scale points, dispositional factors, and the status quo decision heuristic on scale reliability and response accuracy. Journal of Business Research 58(11): 1516-1524.
19. Weijters B, Cabooter E, Schillewaert N. 2010. The effect of rating scale format on response categories and response category labels. International Journal of Research in Marketing 27(3): 236-247.
20. Wildt AR, Mazis MB. 1978. Determinants of scale response: label versus position. Journal of Marketing Research 15(2): 261-267.