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Gloss perception depends on several surface properties, but most studies measure these effects only one or two at a time. Here, we test whether a three-dimensional version of maximum likelihood conjoint measurement (3D-MLCM) can be used to capture the combined influence of multiple cues on gloss. Observers judged which of two surfaces looked glossier while specular reflectance, albedo, and bumpiness were varied together. The additive model showed clear and reliable contributions of both albedo and bumpiness in addition to specular reflectance, and model comparisons confirmed that these cues significantly affected gloss judgments. The full model further revealed that these effects change with gloss level: bumpiness strongly influenced perceived gloss at low specular reflectance but had little effect at high gloss levels. These results show that 3D-MLCM provides stable, interpretable measurements and is a practical method for studying complex interactions between visual features that influence visual appearance.

The image intensity depends on the illumination, the reflectance properties of objects but also on the reflectance and absorption properties of any intervening media. In this study we present observers with glossy objects behind partially transmissive materials. The transparent layer causes an achromatic color shift and compression in luminance contrast, which can affect the perception of the specular reflections of the object behind the layer. In two distinct experiments, we examine how an achromatic color shift and the compression of luminance contrast affect perceived gloss. Thanks to the maximum likelihood conjoint measurement paradigm, we estimate the contamination of different transparent layers on perceived gloss. In the follow-up experiment, observers were asked to match the albedo and the gloss of surfaces seen in plain view to surfaces seen behind a transparent layer. Our results indicate a high degree of gloss constancy with some small but significant contribution of the transparent layer when estimating gloss, especially in the case of light-colored transparent layers. Overall, gloss is significantly overestimated.

Conjoint analysis (CA) and discrete choice experimentation (DCE) are tools used to facilitate development and modification of products, services, policies, and programs. Building on the authors' significant work in the field, this book explores the experimental design issues that occur when constructing concept profiles for DCE and CA studies. It show how to modify commonly used designs and models as well as develop new types of designs for solving DCE and CA problems. Requiring minimal mathematical background, the text explains experimental design concepts through illustrative examples and provides detailed coding of design matrices for standard designs.

I applied the methodology known as maximum likelihood conjoint measurement (MLCM) to diagnose how numerical magnitude affects the perception of physical size of numerals in the size congruity effect (SCE). Traditional theories of the SCE argue for automatic activation of numerical magnitude, and therefore the obligatory interaction in perception between number and size. Participants in the current study were presented with pairs of numerals varying on physical size and numerical magnitude. They judged which member of the pair was physically larger, while ignoring numerical magnitude. Three nested observer models (i.e. independent, additive, and saturated) of the contribution of physical size and numerical magnitude to perceived size were fit to the data using maximum likelihood. The independent observer model exhibited the best fit for the majority of observers. These results cast doubts on the view that numerical magnitude is activated automatically in judgments of physical size of numerals.

In psychological research and practice, a person’s scores on two different traits or abilities are often compared. Such within-person comparisons require that measurements have equal units (EU) and/or equal origins: an assumption rarely validated. We describe a multidimensional SEM/IRT model from the literature and, using principles of conjoint measurement, show that its expected response variables satisfy the axioms of additive conjoint measurement for measurement on a common scale. In an application to Quality of Life data, the EU analysis is used as a pre-processing step to derive a simple structure Quality of Life model with three dimensions expressed in equal units. The results are used to address questions that can only be addressed by scores expressed in equal units. When the EU model fits the data, scores in the corresponding simple structure model will have added validity in that they can address questions that cannot otherwise be addressed. Limitations and the need for further research are discussed.

This paper illustrates how to apply the RECIPE design to evaluate multiattribute judgment, reporting an experiment in which participants judged intentions to receive a new vaccine against COVID-19. The attributes varied were Price of the vaccine, Risks of side effects as reported in trials, and Effectiveness of the vaccine in preventing COVID. The RECIPE design is a union of factorial designs in which each of three attributes is presented alone, in pairs with each of the other attributes, and in a complete factorial with all other information. Consistent with previous research with analogous judgment tasks, the additive and relative weight averaging models with constant weights could be rejected in favor of a configural weight averaging model in which the lowest-valued attribute receives additional weight. That is, people are unlikely to accept vaccination if Price is too high, Risk is too high, or Effectiveness is too low. The attribute with the greatest weight was Effectiveness, followed by Risk of side-effects, and Price carried the least weight.

The world faces urgent sustainability challenges and international agreements call for policy change. CO2 pricing is an effective way to reduce greenhouse gas emissions and allows us to find innovative ways to cover these emission sources, addressing environmental, economic, and social sustainability through the targeted use of revenues. In order to design a publicly acceptable pricing concept, this study empirically examines the public perceptions of CO2 pricing in Germany, preferred revenue recycling schemes, and socio-psychological differences following its national implementation. In a choice-based conjoint measurement, we simulated the interplay of influencing factors (revenue reinvestment, climate effects, and scale of action) in a comprehensible choice task (n = 1209). The results show that revenue reinvestment has the highest importance for the acceptance of CO2 pricing, followed by the climate effect, and confirm that the individual financial burden is a significant obstacle to achieving government climate goals. The findings help policymakers to understand the public’s motives and demands for accepted carbon pricing options, and support management recommendations for policy and governance to work towards a sustainable transformation. However, to achieve global sustainability outcomes, it is imperative that such studies are conducted worldwide, as comparisons with previous studies reveal local differences in needs and preferences.

This paper presents four theorems that connect continuity postulates in mathematical economics to solvability axioms in mathematical psychology, and ranks them under alternative supplementary assumptions. Theorem 1 connects notions of continuity (full, separate, Wold, weak Wold, Archimedean, mixture) with those of solvability (restricted, unrestricted) under the completeness and transitivity of a binary relation. Theorem 2 uses the primitive notion of a separately continuous function to answer the question when an analogous property on a relation is fully continuous. Theorem 3 provides a portmanteau theorem on the equivalence between restricted solvability and various notions of continuity under weak monotonicity. Finally, Theorem 4 presents a variant of Theorem 3 that follows Theorem 1 in dispensing with the dimensionality requirement and in providing partial equivalences between solvability and continuity notions. These theorems are motivated for their potential use in representation theorems.

Understanding customers’ decision and behavior is the crux of marketing. Despite the broad applications of weighted sum approaches, like conjoint analysis, sophisticated methodological approaches are under-researched in this field. Conversely, multi-criteria decision making’s (MCDM) objective is to focus on and forecast these decisions. Based on the Choquet integral, this paper presents an effective and precise calculation method to understand real customers’ decision making and to overcome the weighted sum method’s limitations. We compare the weighted sum approach with stable and instable Choquet integral methods in three experimental studies. Our results indicate that the weighted sum approach is valuable in pure order-related applications. In quantitative comparisons, both the stable and instable Choquet integral approaches match the decision makers’ preferences more closely than the weighted sum approach. The paper demonstrates that well-developed traditional approaches have their merits and can still be applied in the right context.

Interactions between the albedo and the gloss on a surface are commonplace. Darker surfaces are perceived glossier (contrast gloss) than lighter surfaces and darker backgrounds can enhance perceived lightness of surfaces. We used maximum likelihood conjoint measurements to simultaneously quantify the strength of those effects. We quantified the extent to which albedo can influence perceived gloss and physical gloss can influence perceived lightness. We modeled the contribution of lightness and gloss and found that increasing lightness reduced perceived gloss by about 32% whereas gloss had a much weaker influence on perceived lightness of about 12%. Moreover, we also investigated how different backgrounds contribute to the perception of lightness and gloss of a surface placed in front. We found that a glossy background reduces slightly perceived lightness of the center and simultaneously enhances its perceived gloss. Lighter backgrounds reduce perceived gloss and perceived lightness. Conjoint measurements lead us to a better understanding of the contextual effects in gloss and lightness perception. Not only do we confirm the importance of contrast in gloss perception and the reduction of the simultaneous contrast with glossy backgrounds, but we also quantify precisely the strength of those effects.