Estimation of the Effect of Attributes on Overall Liking
Abstract:
One of the fundamental issues in brand related marketing research concerns the ability to estimate the importance of an attribute, such that manipulation of that attribute causes a change in overall acceptability of a brand. It may be fairly simple to define the characteristics of an important attribute. For example, an attribute which in some statistical sense has an association with responses given to overall liking of a brand is one of the more highly respected criteria. However, estimation of that association from which importance is derived is quite another issue. Traditionally, measures of importance have been expressed as functions of statistical relationships such as regression coefficients, correlations, the amount of variance explained and so forth. This paper describes a statistical relationship, expresses the association between an attribute and overall liking is attributable to or influenced by positive perceptions of the attribute. Conversely, the statistic can be interpreted as the change in the proportion of respondents liking the brand if it no longer provided adequate performance on the attribute being studied.
