Caveats of non-ipsatization of basic values: A review of issues and a simulation study |
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| Institution: | 1. Iowa State University, United States;2. University of Minnesota, United States;1. Northumbria University, Marketing, Operations and Systems Department, Sutherland Building, Newcastle upon Tyne NE1 8ST, United Kingdom;2. The KU Leuven, Research Centre for Marketing and Consumer Science, Campus Leuven, Behavioral Engineering Group, Naamsestraat 69 – box 3545, 3000 Leuven, Belgium;3. The KU Leuven, Research Centre for Marketing and Consumer Science, Behavioral Engineering Group, Naamsestraat 69 – box 3545, 3000 Leuven, Belgium;1. University of Koblenz-Landau;2. Ulm University;3. University of Copenhagen;1. Business School, The University of Queensland, Australia;2. School of Labor and Employment Relations and Department of Psychology, University of Illinois at Urbana-Champaign, USA |
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| Abstract: | Ipsatization, or a correction of variables by their common component, is routinely applied to measures of basic values. Although ipsatization has been criticized, the consequences of non-ipsatization are rarely discussed. We show that the ipsatization of values is intertwined with their definition. A common factor involved in ipsatization was suggested to represent a nuisance variable, a response style, social desirability, or other constructs. A simulation study illustrated that within-individual centering revealed more accurate value scores when the common factor was in the data, with exception of the situation when values were consistently and positively correlated with each other. We conclude that in different conditions both applying and failing to apply ipsatization can cause bias. Therefore, no general advice in regard to ipsatization can be provided. |
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| Keywords: | Basic values Method factor Centering Ipsatization Ipsatizing Ipsated measures |
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