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    Area of Science:

    • Psychology
    • Marketing Science
    • Data Analysis

    Background:

    • Multidimensional scaling (MDS) is widely used to map perceptions.
    • Subject familiarity with stimuli can bias dissimilarity judgments in MDS.
    • Existing MDS models often do not account for this familiarity bias.

    Purpose of the Study:

    • To develop a novel MDS procedure to generate spatial representations of stimuli.
    • To unconfound stimulus spatial representations from subjects' familiarity with the stimuli.
    • To model the effect of stimulus unfamiliarity on dissimilarity judgments.

    Main Methods:

    • Introduced a multidimensional scaling procedure incorporating stimulus familiarity data.
    • The model assumes unfamiliarity causes anchoring bias on the response scale.
    • Input data includes stimulus familiarity and pairwise dissimilarity judgments.

    Main Results:

    • A Monte Carlo simulation assessed the procedure's parameter recovery accuracy.
    • Empirical applications demonstrated the model's utility in real-world positioning studies.
    • The method successfully generated spatial representations adjusted for familiarity.

    Conclusions:

    • The proposed MDS procedure effectively removes familiarity bias from spatial representations.
    • This method offers a more accurate way to understand stimulus perception and positioning.
    • Validated through simulations and empirical studies on magazines and banks.