This paper provides empirical insight into the way consumers make pair
wise similarity judgments between brands, and how familiarity with the
brands, serial position of the pair in a sequence, and the presentati
on format affect these judgments. Within the similarity judgment proce
ss both the formation of a consumer's mental similarity perception and
the mapping of the judgment on the scale are examined. We investigate
the occurrence of different response patterns, i.e. the distribution
of judgments on the scale, in two studies: one using an input-output a
pproach, and one using a process-tracing approach. In study I, judgmen
ts of brand similarity are obtained for soft drinks and magazines from
240 subjects. In study 2, 36 subjects judged, while thinking aloud, t
he similarity between soft drink brands. In both studies, the presenta
tion format is varied between subjects, and familiar and unfamiliar br
ands are included. Familiarity with the brands, and to a lesser extent
, the presentation format affect the response patterns, whereas serial
position has no effect. Implications for similarity data collection,
statistical modelling of similarity data, and conceptual models based
on brand similarity are discussed. (C) 1998 Elsevier Science B.V. All
rights reserved.