ABSTRACT
Investigators have been studying the way consumers perceive various product classes and other stimuli for some time (see for example, Day, 1972; Green, Wind & Claycamp, 1975; Holbrook & Huber, 1979; Holbrook, Moore & Winer, 1982; Moinpour, McCullough & Maclachlan, 1976; and Ritchie, 1974). Also of interest are the preferences consumers have for various alternatives, either within or. across product classes (Green & Devita, 1974; Huber, 1975; Moore, Pessemier & Little, 1979; Ryans, 1974).
