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Summary: A THURSTONE-COOMBS MODEL OF CONCURRENT
RATINGS WITH SENSORY AND LIKING DIMENSIONS
F. GREGORY ASHBY1
University of California at Santa Barbara
DANIEL M. ENNIS
The Institute for Perception
7629 Hull Street, Suite 200
Richmond, Virginia 23225
The Medical College of Virginia and The University of Illinois
Received for Publication June 11, 2000
ABSTRACT
A popular product testing procedure is to obtain sensory intensity and liking
ratings from the same consumers. Consumers are instructed to attend to the
sensory attribute, such as sweetness, when generating their liking response. We
propose a new model of this concurrent ratings task that conjoins a
unidimensional Thurstonian model of the ratings on the sensory dimension with
a probabilistic version of Coombs' (1964) unfolding model for the liking
dimension. The model assumes that the sensory characteristic of the product has
a normal distribution over consumers. An individual consumer selects a sensory
rating by comparing the perceived value on the sensory dimension to a set of
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