Surveys that rely on ordinal polychotomous (Likert-like) items are widely employed to capture individual preferences because they allow respondents to express both the direction and strength of their preferences. Latent factor models traditionally used in this context implicitly assume that the response functions (the cumulative distribution of the ordinal outcome) are monotonic on the latent trait. This assumption can be too restrictive in several application areas, including in political science and marketing. In this work, we propose a novel ordinal probit unfolding model that can accommodate both monotonic and non-monotonic response functions. The advantages of the model are illustrated by analyzing an immigration attitude survey conducted in the United States.

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