The Edwards Personal Preference Schedule and Consumer Personality Research

AFTER NOTING THE PROMINENCE OF THE EPPS IN CONSUMER PERSONALITY RESEARCH THE ARTICLE CONSIDERS THE PROBLEMS OF SOCIAL DESIRABILITY, IPSATIVE SCORING, AND VALIDITY. IPSATIVE SCALES DO NOT ALLOW INTERINDIVIDUAL COMPARISONS AND THEREFORE ARE NOT APPROPRIATE FOR CONSUMER BEHAVIOR RESEARCH WHICH TYPICALL...

Full description

Saved in:
Bibliographic Details
Published in:Journal of marketing research 1974-08, Vol.11 (3), p.335-337
Main Author: Horton, Raymond L.
Format: Article
Language:English
Subjects:
Behavioral sciences
Consumer behavior
Consumer research
Griffins
Highlands
Marketing
Methods
Normativity
Personality
Personality inventories
Personality psychology
Personality tests
Research Notes and Communications
Researchers
Social desirability bias
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:AFTER NOTING THE PROMINENCE OF THE EPPS IN CONSUMER PERSONALITY RESEARCH THE ARTICLE CONSIDERS THE PROBLEMS OF SOCIAL DESIRABILITY, IPSATIVE SCORING, AND VALIDITY. IPSATIVE SCALES DO NOT ALLOW INTERINDIVIDUAL COMPARISONS AND THEREFORE ARE NOT APPROPRIATE FOR CONSUMER BEHAVIOR RESEARCH WHICH TYPICALLY REQUIRES SUCH COMPARISONS. IPSATIVE SCALES ALSO PRODUCE ARTIFICIAL RESTRICTIONS ON THE INTERPRETATION OF MULTIVARIATE ANALYSIS SUCH AS FACTOR AND CLUSTER ANALYSIS. CONSUMER BEHAVIOR RESEARCHERS HAVE BORROWED HEAVILY FROM THE BEHAVIORAL SCIENCES IN THE PAST AND MUST CONTINUE TO DO SO IN THE FUTURE. IN THEIR BORROWING, HOWEVER, IT IS ESSENTIAL THAT CONSUMER BEHAVIOR RESEARCHERS FULLY CONSIDER THE COMPLEXITY AND DIVERSITY OF AND THE CONTROVERSY SURROUNDING BEHAVIORAL SCIENCE RESEARCH INSTRUMENTS SUCH AS THE EPPS PERSONALITY TEST. REFERENCES.
ISSN:0022-2437
1547-7193
DOI:10.1177/002224377401100315