One or two factor? - or something else? RECSM Seminar 1 2010/2011

1. One or two factor? - or something else?RECSM Seminar 1 2010/2011 Ákos Münnich University of Debrecen Hungary Barcelona 2010 October 29

2. Experiment 2: subjective goodness of behavior • People behave differently in a day, both good and bad. Please indicate on the line (of circles) how much they are good or bad for you. very badvery good 1. collect aid for the unemployed ooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooo 2. shouting to his parents ooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooo 3. help old people cross the road ooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooo 4. smokes a joint ooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooo 5. help in learning ooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooo 6. donate blood for a surgery ooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooo 7. help with the housework ooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooo 8. steal a good quality pen from a shop ooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooo 9. maintain the weaker ooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooo 10. drink wine 5 dl ooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooo 11. organize the class party ooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooo 12. smokes a pack of cigarettes ooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooo 13. ridicule the teacher ooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooo

3. Subjective value of goodness of behaviors response range: 1 - 53 middle: 26 larger number means more positive valuation 1 collect aid for the unemployed 2 shoutingtohis parents 3 help old people cross the road 4 smokesa joint 5 helpin learning 6 donate blood for a surgery 7 helpwiththe housework 8 steal a good quality pen from a shop 9 maintainthe weaker 10 drinkwine 5 dl 11 organizetheclassparty 12 smokes a pack of cigarettes 13 ridiculetheteacher

4. also principal factor analysis with promax rotation were used 1 factor: explained variance is about 26% 2 factors: explained variance is about 40% their correlation = -0.175

5. Factor weights

6. "attitudes are commonly viewed as summary evaluations of objects (e.g., oneself, other people, issues, etc.) along a dimension ranging from positive to negative" • "Attitudes are therefore first and foremost evaluations." • "Attitudes are expressed in the language of 'like/dislike', 'approach/avoid', and 'good/bad'." • - attitudes are not directly observable • - attitudes can only be inferred from people's responses • (so, we need proper measurement models and techniques)

7. Mussweiler (2003): "Human judgment is comparative in nature. When people evaluate a given target, they don't do so in a vacuum. Rather, such evaluations are made within and in relation to specific context. In fact, any evaluation is relative in that it refers to a comparison of the evaluated target with a pertinent norm or stanfard."

8. An axiomatic characterization of value judgments relative to a reference point

9. Value judgment test situation • A subject is faced with a set of stimuli, and • asked to express his level of preference toward the stimuli in task-specific ways, • for example, by indicating on a line how much he likes or dislikes the amount of money offered for a particular job, or the length of a car. like dislike

10. Value judgment test situation (assumptions) • We suppose that the set of all possible stimuli are unidimensional parametric in the sense, that a (not necessarily directly observable) real number (e.g., in this example, the length of a car) is attached to them. • The real number attached to the stimuli may reflect to a scale of a property of the stimuli (e.g., possible amounts of money offered for a specific job), • and will be denoted by x, y, ... , and called stimulus parameter. • This underlying property will be called the domain of the stimuli, and x<y means that y is more then x in the domain in question.

11. Value judgment test situation (more assumptions) • The subject identifies a reference stimulus and then compares this reference stimulus (with parameter z) with the the test stimuli (with parameter x), and the result of the comparison is a real number, denoted by K(x,z). • In what follows, K is called a reference comparison function. • The parameter value z of the reference stimulus plays the role of a kind of reference point (or subjective standard, or status quo)in which the subject is more or less sure. • The result of the comparison K(x,z) is understood as the subjective value of the reference stimulus over the test stimulus.

12. the key idea reference point y – x = (z – x) – (z – y) → G(x,y) = H ( K(x,z), K(y,z) ) ? how does function K look like ?

13. Unfortunately, the solution is too general, we need more specifications to obtain a closed formula for the reference comparison function K.

14. Additive invariant comparison function • K is additive invariant if K(x+t,y+t)=K(x,y) • example: in calculating the profit, the total expenditures y can be regarded as the reference point, and the total incoming x is compared to the total expenditures. • The profit is calculated relative to the total expenditures, e.g. x-y. • Increasing the total incomings and the the total expenditures with the same amount will not change the profit: (x+t)-(y+t)=x-y.

15. Multiplicative invariant comparison function • K is multiplicative invariant if K(x t,y t)=K(x,y) • example: the profit is not multiplicative invariant. Multiplying x and y with the same positive constant may substantially change the profit. (x t - y t < > x – y) • But a well known example is that the change rate between two currencies is multiplicative invariant.

16. Additive and multiplicative comparison functions (assumptions)

17. Solutions for the comparison functions (z is the reference point)

18. Linearpreferencefunction and thereferencepoint

19. Log and Exp preference functions Log function reference point = 1 orientation = -4.5 Exp function reference point = 1 orientation = -0.25

20. Testing the models by experiments Experiment 1: subjective value of salary Experiment 2: subjective goodness of behavior Experiment 3: attitude towards pollution and two more example: employee loyality political behavior

21. Experiment 2: subjective goodness of behavior • People behave differently in a day, both good and bad. Please indicate on the line (of circles) how much they are good or bad for you. very badvery good 1. collect aid for the unemployed ooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooo 2. shouting to his parents ooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooo 3. help old people cross the road ooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooo 4. smokes a joint ooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooo 5. help in learning ooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooo 6. donate blood for a surgery ooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooo 7. help with the housework ooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooo 8. steal a good quality pen from a shop ooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooo 9. maintain the weaker ooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooo 10. drink wine 5 dl ooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooo 11. organize the class party ooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooo 12. smokes a pack of cigarettes ooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooo 13. ridicule the teacher ooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooo

22. Subjective value of goodness of behaviors response range: 1 - 53 middle: 26 larger number means more positive valuation 1 collect aid for the unemployed 2 shoutingtohis parents 3 help old people cross the road 4 smokesa joint 5 helpin learning 6 donate blood for a surgery 7 helpwiththe housework 8 steal a good quality pen from a shop 9 maintainthe weaker 10 drinkwine 5 dl 11 organizetheclassparty 12 smokes a pack of cigarettes 13 ridiculetheteacher

23. the order of the behaviors are not obvious !! the starting value of the behaviors were intuitive starting value of the orientation parameter = -1 (because in the model it has a negative coefficient, and so, it will be increasing) K(x,z) = γ(z – x) + ω = (γz + ω) – γx

24. Group means, standard error of mean

25. Parameters of behaviors

26. Overall fit (R2=0.86)

27. Observed and estimated fit bygroups

28. Group 19

29. all the groups (linear and group 19 nonlinear)

30. also principal factor analysis with promax rotation were used 1 factor: explained variance is about 26% 2 factors: explained variance is about 40% their correlation = -0.175

31. Factor weights