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A three-way clusterwise multidimensional unfolding procedure for the spatial representation of context dependent preferences

  • DeSarbo, Wayne S.
  • Selin Atalay, A.
  • Blanchard, Simon J.

Various deterministic and latent structure approaches for combining forms of multidimensional scaling and cluster analysis have been previously discussed. A new clusterwise three-way unfolding methodology for the analysis of two-way or three-way metric dominance/preference data is proposed. The purpose of this proposed methodology is to simultaneously estimate a joint space of stimuli and cluster ideal point representations, as well as the clusters themselves, such that the geometry underlying the clusterwise model renders some indication of the underlying structure in the data. In the three-way case, it is shown how multiple ideal points can represent preference change over contexts or situations. Partitions, overlapping clusters, stationary and context dependent preference representations are allowed. After a literature review of related methodological research, the technical details of the proposed three-way clusterwise spatial unfolding model are presented in terms of modeling context/situational dependent preferences (i.e., preferences for various stimuli collected over the same set of subjects over time, situation, etc.). The psychological basis for the models is provided in terms of the extensive behavioral decision theory and consumer psychology literature on contextual preferences and situational effects. An application to a data set exploring preferences for breakfast/snack food data over a number of different usage situations is then presented, followed by a discussion on future potential research directions.

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Article provided by Elsevier in its journal Computational Statistics & Data Analysis.

Volume (Year): 53 (2009)
Issue (Month): 8 (June)
Pages: 3217-3230

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Handle: RePEc:eee:csdana:v:53:y:2009:i:8:p:3217-3230
Contact details of provider: Web page: http://www.elsevier.com/locate/csda

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  1. Puto, Christopher P, 1987. " The Framing of Buying Decisions," Journal of Consumer Research, University of Chicago Press, vol. 14(3), pages 301-15, December.
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  8. Amos Tversky & Itamar Simonson, 1993. "Context-Dependent Preferences," Management Science, INFORMS, vol. 39(10), pages 1179-1189, October.
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  11. Vichi, Maurizio & Kiers, Henk A. L., 2001. "Factorial k-means analysis for two-way data," Computational Statistics & Data Analysis, Elsevier, vol. 37(1), pages 49-64, July.
  12. Stef Buuren & Willem Heiser, 1989. "Clusteringn objects intok groups under optimal scaling of variables," Psychometrika, Springer, vol. 54(4), pages 699-706, September.
  13. Ben-Akiva, Moshe & Morikawa, Takayuki & Shiroishi, Fumiaki, 1992. "Analysis of the reliability of preference ranking data," Journal of Business Research, Elsevier, vol. 24(2), pages 149-164, March.
  14. Joseph Bennett & William Hays, 1960. "Multidimensional unfolding: Determining the dimensionality of ranked preference data," Psychometrika, Springer, vol. 25(1), pages 27-43, March.
  15. K. Deun & P. Groenen & W. Heiser & F. Busing & L. Delbeke, 2005. "Interpreting degenerate solutions in unfolding by use of the vector model and the compensatory distance model," Psychometrika, Springer, vol. 70(1), pages 45-69, March.
  16. Wayne DeSarbo & Vithala Rao, 1984. "GENFOLD2: A set of models and algorithms for the general UnFOLDing analysis of preference/dominance data," Journal of Classification, Springer, vol. 1(1), pages 147-186, December.
  17. Wayne DeSarbo & Duncan Fong & John Liechty & Jennifer Coupland, 2005. "Evolutionary preference/utility functions: A dynamic perspective," Psychometrika, Springer, vol. 70(1), pages 179-202, March.
  18. Belk, Russell W, 1975. " Situational Variables and Consumer Behavior," Journal of Consumer Research, University of Chicago Press, vol. 2(3), pages 157-64, December.
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