Conjoint design and analysis of the bilinear model: An application to judgments of risk

Conjoint measurement tests which are applicable to a (2 × 2) × (2 × 2) experimental design for the study of the general bilinear model are developed. The tests permit detecting the cause of each failure of the data to satisfy the model, and of measuring the tradeoffs between variables when the model is satisfied. All tests and analyses are illustrated with an application of the model to the assessment of the riskiness of gambles. The method is compared with the use of duplex gambles and other compound and contingent compositions in terms of their appropriate roles in the study of the decision process.