A Multidimensional Approach to Measuing Attribute Importance

Identifying product attributes that are important in consumer judgments is a key objective of consumer research. Unfortunately, the many available methods to identify important attributes often lack convergent and nomological validity. The objective of this research is to gain a better understanding of the determinants of this lack of validity and to outline a framework that will provide convergence for future studies. As such, this research is an important first step in identifying and developing methods that enable both practitioners and scholars to improve the validity of attribute importance measurement