Attribute-Value Functions and the Importance of Attributes

The validity and reliability of attribute-importance measurement is highly method-dependent. To evade this method-dependency, we investigate if and how the global and local shape of attribute-value functions relate to the global and local importance of attributes. The global importance of attributes is a stable characteristic that depends on an individual¿s values and needs. The local importance is a volatile characteristic that depends on the stimulus set in a judgment task. We find that the importance of attributes relates to the shape of value functions, and we demonstrate how the shape of attribute-value functions predicts choice behavior. The results provide a basis for valid and reliable attribute-importance measurement.