PRELIMINARY INVESTIGATION OF A VIDEO‐BASED STIMULUS PREFERENCE ASSESSMENT

Abstract

Video clips may be an effective format for presenting complex stimuli in preference assessments. In this preliminary study, we evaluated the correspondence between preference hierarchies generated from preference assessments that included either toys or videos of the toys. The top‐ranked item corresponded in both assessments for 5 of the 6 participants, and the top‐ and bottom‐ranked items corresponded for 4 participants. The implications of these results for future research on video preference assessments are discussed.