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Measurement of Subjective Values

Author(s):
Gulliksen, Harold O.
Publication Year:
1955
Report Number:
RB-55-12
Source:
ETS Research Bulletin
Document Type:
Report
Page Count:
28
Subject/Key Words:
Attitude Measures, Preference Models, Scaling

Abstract

Four different value laws are developed and tested by using them to predict the scale value of composite stimuli from the scale values of their components. These four laws are an additive law, a square root law, a logarithmic and a negative exponential law. They are tried out on a set of food preferences by means of Pearson's method of false position. The negative exponential law of diminishing returns gave the best fit to the data but was not markedly better than any of the other laws.

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