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Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

18 out of 120

A Polarization Model for Describing Group Preferences

Vithala R. Rao, Joel H. Steckel
DOI: http://dx.doi.org/10.1086/209245 108-118 First published online: 1 June 1991


This article develops a model for describing the preferences of a group in terms of its individual members. The model incorporates the empirically observed group-polarization phenomenon. It is interesting that the resulting group preference evaluation is essentially a weighted linear model of individual preferences with the addition of an intercept term. The polarization model is empirically tested in two experimental contexts, faculty-candidate and restaurant selection. For both experimental situations, the polarization model performed better for the majority of groups tested in predicting a holdout sample than did either the more common weighted linear model without an intercept (with weights summing to one) or the multilinear model.

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