On Using Response Latency to Measure Preference
Open Access
- 1 May 1980
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 17 (2) , 237-244
- https://doi.org/10.1177/002224378001700208
Abstract
The role of response latency in the measurement of preferences is investigated by means of a causal modeling method. The convergent validity and predictive validity of response latency measures are examined and compared with those of constant sum and paired comparison procedures.Keywords
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