Preference intensity measurement

The concept of preference intensity has been criticized over the past sixty years for having no substantive meaning. Much of the controversy stems from the inadequacy of measurement procedures. In reviewing the shortcomings of existing procedures, the authors identify three objectives for developing a satisfactory procedure: (1) the capability of validating expressed preference differences by actual choices among naturally occurring options, (2) compatibility with the existing problem structure, and (3) no confounding of extraneous factors in the measurement of preference intensity. Several recently developed measurement procedures are criticized for failing one or more of these objectives. The authors then examine three different approaches for measuring preference intensity based on multiple perspectives. The replication approach emerges as a promising way of satisfying the three objectives above. This methodology applies to problems where an attribute can be replicated by ‘parallel components’ that are independent, identical copies of the attribute. The authors illustrate the approach with two applications reported in the decision analysis literature. They also offer guidance on how to construct parallel components satisfying the requisite properties.