Testing Micropreference Structures

Abstract

An analysis of variance method for scaling brand preference within a single consumer or market segment of consumers is described. This framework is used in developing a test for the accountability of preference in terms of mediating perceptual attributes. Unlike previous approaches, the method provides an F-test for a particular multiattribute structure individual by individual or segment by segment. These microtests are illustrated in two data analyses: intraindividual tests on an exogenous perceptual structure and intrasegment assessment of structures that are endogenous to each of the several segments.