The measurement of values across cultures: A pairwise comparison approach

Oishi, Shigehiro; Hahn, Jungwon; Schimmack, Ulrich; Radhakrishan, Phanikiran; Dzokoto, Vivian; Ahadi, Stephen

doi:10.1016/j.jrp.2004.08.001

Cited by 53 publications

(38 citation statements)

References 16 publications

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“…A more fine-grained assessment of consumers' preferences relies on a graded paired comparison (GPC, also referred to as constant sum paired comparison; see Day 1965;Netzer and Srinivasan 2011;Netzer, Toubia, Bradlow, Dahan, Evgeniou, Feinberg, Feit, Hui, Johnson, Liechty, Orlin and Rao 2008;Oishi, Hahn, Schimmack, Radhakrishan, Dzokoto and Ahadi 2005;Scholz, Meissner and Decker, 2010). In a GPC, individual consumers are instructed to rate the direction and intensity of their preference by dividing a particular sum of points among the two alternatives in every pair.…”

Section: Introductionmentioning

confidence: 99%

On the optimal number of scale points in graded paired comparisons

2012

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In market research, it is common practice to measure individuals' brand or product preference through graded paired comparisons (GPCs). One important decision concerns the (odd) number of scale points (e.g., five, seven, nine, or eleven) that has to be assigned to either brands or products in each pair. Using data from an experiment with 122 students, we assessed the extent to which GPCs with a higher number of scale points (requiring more cognitive effort) really outperform GPCs with a smaller number of scale points (requiring less cognitive effort). Our data analyses have shown that one may reduce the (odd) number of scale points from eleven to nine or seven, depending on what minor compromises one is willing to make. The detailed psychometric results presented in this paper are useful to applied researchers as they help them in making well-informed decisions on the number of scale points in a GPC task. On the optimal number of scale points in graded paired comparisons RESEARCH NOTEOn the optimal number of scale points in graded paired comparisons Abstract In market research, it is common practice to measure individuals' brand or product preference through graded paired comparisons (GPCs). One important decision concerns the (odd) number of scale points (e.g., five, seven, nine, or eleven) that has to be assigned to either brands or products in each pair. Using data from an experiment with 122 students, we assessed the extent to which GPCs with a higher number of scale points (requiring more cognitive effort) really outperform GPCs with a smaller number of scale points (requiring less cognitive effort). Our data analyses have shown that one may reduce the (odd) number of scale points from eleven to nine or seven, depending on what minor compromises one is willing to make. The detailed psychometric results presented in this paper are useful to applied researchers as they help them in making well-informed decisions on the number of scale points in a GPC task.

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Section: Introductionmentioning

confidence: 99%

On the optimal number of scale points in graded paired comparisons

2012

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“…These findings underscore the importance of addressing response style issues in cross-cultural research (see also , Bond, 1988;Oishi, Hahn, Schimmack, Radhakrishan, Dzokoto, & Ahadi, 2005 for other solutions).…”

Section: Values Motivation and Culturementioning

confidence: 72%

Culture and Personality

2013

Theory in Social and Cultural Anthropology: An Encyclopedia

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“…Yet a recent meta-analysis on individualism and collectivism found that people from traditionally individualistic and collectivistic nations do not differ on these two dimensions as once perceived (Oyersman, Coon, & Kemmelmeier, 2002). This finding suggests that either the characterization of Asians as collectivistic is outdated in an age of transnationalism and globalization or the null findings reflect methodological variance (Oishi et al, 2005). Using a pairwise-comparison approach, in contrast to the typical Likert-rating approach, Oishi et al (2005) found expected cross-cultural differences in individualism and collectivism using the pairwise approach but not the Likert approach.…”

Section: Multicultural Aspects Of Optimal Human Functioningmentioning

confidence: 94%

What Can Counseling Psychology Contribute to the Study of Optimal Human Functioning?

Frazier

Steger

2006

The Counseling Psychologist

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In their reaction to the Major Contribution, the authors outline four specific research areas where counseling psychologists could make particularly important contributions: (a) the study of multicultural aspects of optimal human functioning, (b) self-efficacy and well-being, (c) positive interpersonal relationship processes, and (c) meaning in life.We very much appreciate the opportunity to comment on this Major Contribution regarding positive aspects of human functioning. As is often noted, focusing on strengths and positive adaptation is a central aspect of counseling psychology's identity. Given the renewed interest in positive psychology in the broader field of psychology, which has been driven largely by psychologists in other subfields (e.g., clinical, social), it is important to reflect on the unique contributions that counseling psychologists have made and can make to the study of optimal human functioning.The content analysis of positive psychology research in counseling psychology journals (S. Lopez et al., 2006 [this issue]) provides a very useful starting point for assessing where counseling psychology has made-and in some cases, has failed to make-important contributions to our knowledge about optimal human functioning. Although S. Lopez et al. (2006) offer recommendations for counseling psychology practitioners and researchers to focus more on strengths, the list of 59 positive psychology constructs and processes is a bit daunting.Therefore, our goal is to further the Major Contribution's agendanamely, to encourage counseling psychologists to contribute to the science of optimal human functioning-by offering some more specific recommendations regarding where counseling psychologists might focus their efforts. Specifically, we highlight four research topics that seem particularly fruitful either because of counseling psychologists' unique strengths or because of

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The measurement of values across cultures: A pairwise comparison approach

Cited by 53 publications

References 16 publications

On the optimal number of scale points in graded paired comparisons

On the optimal number of scale points in graded paired comparisons

Culture and Personality

What Can Counseling Psychology Contribute to the Study of Optimal Human Functioning?

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