In multidimensional unfolding multidimensional scaling (MDS) procedures, the predicted utility of a brand for a consumer is inversely related to the distance between that consumer's ideal point and the brand position in the derived space. Most MDS models treat all brands the same regardless of...

This paper presents a multidimensional scaling model that is estimated on pick any/N choice data, and accommodates a broad range of context effects. The methodology estimates a set of parameters capturing the direction and magnitude of the context effects, as well as the locations of brands and...