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A probabilistic approach based on multidimensional item response theory (IRT) is proposed to model consumer judgment. Compared to multidimensional scaling and factor analysis, item response theory requires less input from subjects but provides equal or more information. Therefore, IRT holds great promise in applying to the marketing context. The process underlying consumer evaluation is hypothesized as the comparison between the product value a brand provides and the expectations characterizing a consumer. That is, the more positive the comparison, the higher the probability that the consumer has a favorable attitude toward the brand.