Why the level-free forced-choice binary measure of brand benefit beliefs works so well
John R. Rossiter
University of Wollongong
Sara Dolnicar
The University of Queensland
Bettina Grün
Johannes Kepler Universitaet Linz
Introduction
Beliefs about the degree to which certain products and services possess particular attributes seen as benefits represent a prevalent and important construct in marketing research. Brand benefit beliefs form the empirical basis for many commonly used marketing analyses: multidimensional scaling (e.g. Green & Rao 1972); conjoint analysis (e.g. Green & Srinivasan 1978); and multi-attribute attitude models, which in marketing science are called subjective expected utility models (e.g. Fishbein...