Multivariate thurstonian models

The recent development of probabilistic Thurstonian choice models for analyzing preference data has been motivated by the need to describe both inter- and intra-individual difference, the multidimensional nature of choice objects, and the effects of similarity and comparability among choice objects. A common feature of these models is that they focus on asingle preference judgment. It is customary, however, to ask subjects not only for an overall preference judgment but also for additional paired comparison responses regarding specific attributes. This paper proposes a generalization of Thurstonian probabilistic choice models for analyzing both multiple preference responses and their relationships. The approach is illustrated by modeling data from two multivariate preference experiments.I am grateful to James, Austin, Ingo Böckenholt, and anonymous referees for helpful comments on this research. This paper is based on research presented at the Meeting of the Society for the Multivariate Analysis in the Behavioral Sciences, Groningen, The Netherlands, December 1988.