Incorporating preference uncertainty in best worst scaling.

ABSTRACT: In this paper, we enhance the Best-Worst Scaling (BWS) method by incorporating participants' preference uncertainty into the conventional BWS, known as case 1. In this context, respondents are tasked with making trade-offs among a set of items of interest. Applying this novel extended BWS method to a sample of Argentinian wine consumers (n = 342), we aim to a) provide a more informative elicitation of consumers' relative preferences for 16 wine attributes; b) identify the level of uncertainty with each of the attributes, exploring differences between the most and least important wine attributes influencing purchasing wine; and c) compare the results of the extended BWS with the standard BWS. Our findings indicate variability in uncertainty levels on the importance of wine attributes when p

SUBMITTER: Areal FJ 

PROVIDER: S-EPMC11781646 | biostudies-literature | 2025

REPOSITORIES: biostudies-literature