An individual’s rating of the relative importance of an item compared with other items. Ipsative scores do not allow for comparisons among people; e.g., Lloyd likes football better than basketball, while Bonnie likes basketball better than football. Does Bonnie like basketball better than Lloyd likes basketball? You do not have enough information to answer that question.&nbsp; Hence, when using intentions or preferences to forecast, ipsative scores can be misleading and difficult to interpret. Guard against this problem by finding other ways for framing questions. <o:p></o:p></P>