A Multi-Attribute Attitude Model Approach to Residential Preference.

Abstract

This paper examines the relationship between a multi-attribute attitude model and residential preference as a step towards developing an attitudinal model of housing choice. The use of multi-attribute attitude models, similar to those employed in marketing research, is suggested as a viable means of measuring residential preference, on the basis of measures of individual affect. Conceptual and measurement problems with each component of the suggested model are discussed and two attitude models of residential preference are presented. These models are empirically tested in a pilot study which deals with the housing preferences of a sample of on campus residents at McMaster University. The relationship which is shown to exist between attitude and preference in the pilot study, supports proposals for recommending an attitude model approach to the analysis of housing choice, in a more intensive enquiry.