What if consumer experiments impact variances as well as means? Response variability as a behavioral phenomenon
What if consumer experiments impact variances as well as means? Response variability as a behavioral phenomenon
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DOI：
10.1086/323739
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发表时间：
2001-12-01
影响因子：
7.2
通讯作者：
Louviere, JJ
中科院分区：
文献类型：
--
作者：
Louviere, JJ
本文讨论了这样一个事实，即在许多情况下，概率分布的均值和方差是混淆的，不能分开，这对消费者研究中的行为反应数据的分析和解释提出了特殊的问题。讨论的重点是随机效用理论，以表明在消费者行为的许多领域中，均值和方差的混淆给已发表的研究带来了问题。本文提供了一些例子来说明为什么以及如何报告的均值的经验差异实际上可能是变异性的差异。讨论了处理这一问题的经验方法。
This essay discusses the fact that in many cases means and variances of probability distributions are confounded and cannot be separated, which poses particular problems for analysis and interpretation of behavioral response data in consumer research. The discussion focuses on random utility theory to show that the confoundment of means and variances poses problems for published research in many areas of consumer behavior. Examples are provided to show why and how reported empirical differences in means may in fact be differences in variability. Ways to deal with the problem empirically are discussed.