Multi-dimensional Preference Analysis: a Review of Models and Measurement Methodology

Over the last ten years major progress has been made in the area of multidimensional preference models and related measurement and analysis procedures. This has resulted in a rich collection of models and methods that can give very valuable insights into the factors that determine consumers' preference and choices. In this paper a review of this methodology is presented. First the theoretical roots of multidimensional preference models in economics and social psychology are briefly reviewed. Then a taxonomy of preference models is given. Subsequently, an examination is made of what is known about the preference models consumers actually use. The next section deals with procedures for determining the relevant product dimensions and for obtaining perceptual maps (a condensed picture is shown in Figure 5). Then follows a taxonomy of preference measurement procedures where the characteristics of the various approaches are represented in a comprehensive scheme (Figure 6). The last substantial section is about the relationship between preference and choice. The paper ends with a number of concluding remarks. The main purpose of the paper is to put the various models and methods into a common reference frc:me,clarifying their possibilities and limitations and in this way to provide support to the researcher who has to choose his preference analysis strategy.