The Effects of Fatigue on Judgments of Interproduct Similarity
Coauthor(s): Michael Johnson, Daniel Horne.
Similarity scaling often requires subjects to produce such a large number of judgments that fatigue may become a problem. Yet it remains unclear just how respondent fatigue affects similarity perceptions and resulting judgments. The present study uses a categorization perspective to examine the effects of fatigue on similarity judgments. The results suggest that subjects rely increasingly on category membership as they progress through a similarity judgment task.
Source: International Journal of Research in Marketing
Johnson, Michael, Donald Lehmann, and Daniel Horne. "The Effects of Fatigue on Judgments of Interproduct Similarity." International Journal of Research in Marketing 7, no. 1 (August 1990): 35-43.