TEST OF A CONFLICT MODEL FOR PREFERENCE JUDGMENT

Subjects rated their preference between pairs of sandwiches, drinks, or sandwich-drink combinations. Use of factorial designs allowed simple tests of a subtractive model for preference. The results gave considerable support to the model, although some discrepancies were obtained. These seemed to stem partly from idiosyncratic discrepancies in a few subjects, partly from certain number preferences by the subjects as a group. In addition, two methods of estimating the scale values of the preference alternatives were compared. Model-based estimates appeared to be superior to independent ratings of the single alternatives. Finally, it was noted that the results tended to validate the use of rating scales to measure preference and, more generally, to support a functional theory of measurement. © 1969.