Consumer cognitive complexity and the dimensionality of multidimensional scaling configurations

Abstract

This chapter addresses one aspect of the broad issue of the psychological foundations of the dimensions of multidimensional scaling (MDS) solutions. Using empirical data from three independent studies, it is shown that the dimensionality of MDS solutions is negatively related to individual differences in the level of cognitive differentiation and integrative complexity of individuals and positively related to the individual's ability to discriminate within dimensions. MDS dimensionality is also shown to be affected by a variety of task-related variables such as perceived task difficulty, consistency in providing similarity judgments, confidence, familiarity, and importance attached to the stimuli. The chapter concludes by raising the issue of whether MDS can be validly used to describe complex cognitive processes.

Citation

Malhotra, N.K., Jain, A.K., Patil, A., Pinson, C. and Wu, L. (2010), "Consumer cognitive complexity and the dimensionality of multidimensional scaling configurations", Malhotra, N.K. (Ed.) Review of Marketing Research (Review of Marketing Research, Vol. 7), Emerald Group Publishing Limited, Leeds, pp. 199-253. https://doi.org/10.1108/S1548-6435(2010)0000007010