A Process Model for Multivariate Mapping

Dr. Daniel Ennis
President
The Institute for Perception

This presentation explores why experimenters should consider the process assumptions behind the methods they use for multivariate mapping of hedonic data. There are many methods to be considered from the hedonic or utility continuum to various types of multivariate mapping including external preference, internal preference, and ideal point mapping. Modelling hedonic data based on the idea of unfolding to individual ideal points, is an idea proposed more than a half century ago by Clyde Coombs but unsuccessful in applications until 2001. Some examples of the value of this model will be discussed and related to the presentations of previous speakers in the symposium.