MULTIVARIATE THURSTONIAN MODELS

The recent development of probabilistic Thurstonian choice models for analyzing preference data has been motivated by the need to describe both inter- and intra-individual difference, the multidimensional nature of choice objects, and the effects of similarity and comparability among choice objects. A common feature of these models is that they focus on a single preference judgment. It is customary, however, to ask subjects not only for an overall preference judgment but also for additional paired comparison responses regarding specific attributes. This paper proposes a generalization of Thurstonian probabilistic choice models for analyzing both multiple preference responses and their relationships. The approach is illustrated by modeling data from two multivariate preference experiments. © 1990 The Psychometric Society.