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Importance,elicitation order,and expectancy × value |
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| Authors: | Michael J. Ryan Morris B. Holbrook |
| Affiliation: | The University of Michigan, Ann Arbor, MI 48109, USA;Columbia University, USA |
| Abstract: | Considerable confusion surrounds the role of importance in multiattribute attitude models. The present study tests a theoretical proposition as to how attribute importance is manifested in the expectancy-value formulation. Though not unequivocal, the results suggest that order of elicitation may be more valid than structured ratings as an indicant of attribute importance. |
| Keywords: | Address correspondence to Michael J. Ryan Graduate School of Business Administration The University of Michigan Ann Arbor MI 48109 USA. |
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