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Standardizing Variables in Multiplicative Choice Models
Abstract
To use multiplicative competitive interaction (MCI) models as part of a theory of the evaluative process in choice, we need a method to transform interval scale consumer judgments into positive, ratio scales. We develop a coefficient—zeta-squared—that possesses the needed scale requirements and other theoretically desirable properties, and report four research studies to demonstrate the diversity of applications of multiplicative choice models...
Paper Details
Title
Standardizing Variables in Multiplicative Choice Models
Published Date
Jun 1, 1983
Journal
Volume
10
Issue
1
Pages
96 - 96
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Notes
History