Estimating consumer acceptance limits

A methodology is developed for estimating consumer acceptance limits on a sensory attribute of a manufactured product. In concept these limits are analogous to engineering tolerances. The method is based on a generalization of Stevens' Power Law. This generalized law is expressed as a nonlinear statistical model. Instead of restricting the analysis to this particular case, a strategy is discussed for evaluating nonlinear models in general since scientific models are frequently of nonlinear form. The strategy focuses on understanding the geometrical contrasts between linear and nonlinear model estimation and assessing the bias in estimation and the departures from a Gaussian sampling distribution. Computer simulation is employed to examine the behavior of nonlinear least squares estimation. In addition to the usual Gaussian assumption, a bootstrap sample reuse procedure and a general triangular distribution are introduced for evaluating the effects of a non-Gaussian or asymmetrical error structure. Recommendations are given for further model analysis based on the simulation results. In the case of a model for which estimation bias is not a serious issue, estimating functions of the model are considered. Application of these functions to the generalization of Stevens’ Power Law leads to a means for defining and estimating consumer acceptance limits, The statistical form of the law and the model evaluation strategy are applied to consumer research data. Estimation of consumer acceptance limits is illustrated and discussed.