The Validity of Alternative Measures of Attribute Importance: The Role of Product Purchase Familiarity

Abstract

Although product attribute importance is central to developing marketing efforts targeted to the consumer, there have been relatively few published studies assessing the "goodness" of alternative measures of attribute importance. The research that has been done on this issue finds significant inconsistencies among the various measures. This paper reviews the research that compares reliabilities and validities of alternative measures of attribute importance and offers a theoretical explanation for the apparent lack of convergence among the different measures using purchase familiarity as a key concept. Directions for further research on this issue are discussed.