Measuring values using best‐worst scaling: The LOV example

Julie Anne Lee · Geoffrey N. Soutar · Jordan J. Louviere

163 citations0/0 files storedPsychology and Marketing

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Economic and Environmental Valuation Psychometric Methodologies and Testing Decision-Making and Behavioral Economics

Abstract

Abstract The paper discusses the way that values have been measured and suggests an alternative way to collect values data. A recently developed approach, termed Best Worst Scaling, developed by Louviere and his colleagues, offers an opportunity to collect such data in a way that may produce more desirable values estimates. Kahle's (1983) List of Values, which has been widely employed in consumer research, was used to examine differences between the new approach and traditional ratings and rankings approaches. The results suggest that the new technique may provide better outcomes and that researchers should think about its potential usefulness in future research with these and other scales. © 2007 Wiley Periodicals, Inc.

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References

1992Universals in the Content and Structure of Values: Theoretical Advances and Empirical Tests in 20 Countries 1973The nature of human values 1994Are There Universal Aspects in the Structure and Contents of Human Values?1998Assessing Measurement Invariance in Cross‐National Consumer Research 1991Measurement and Control of Response Bias 2021Methods and Data Analysis for Cross-Cultural Research 1988A structural equation test of the value-attitude-behavior hierarchy.2003Values and Behavior: Strength and Structure of Relations

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