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I like what I know: Is recognition a non-compensatory determiner of consumer choice?

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  • Oeusoonthornwattana, Onvara
  • Shanks, David R.

Abstract

What is the role of recognition in consumer choice? The recognition heuristic (RH) proposes that in situations where recognition is correlated with a decision criterion, recognized objects will be chosen more often than unrecognized ones, regardless of any other relevant information available about the recognized object. Past research has investigated this non-compensatory decision heuristic in inference. Here we report two experiments on preference using a naturalistic consumer choice task. Results revealed that, although recognition was a powerful driver of preferences, it was used in a compensatory rather than a non-compensatory way. Specifically, additional information learned about recognized brand objects significantly affected choices. It appears that recognition is processed in a compensatory manner and combined with other attributes in preferential choice.

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  • Oeusoonthornwattana, Onvara & Shanks, David R., 2010. "I like what I know: Is recognition a non-compensatory determiner of consumer choice?," Judgment and Decision Making, Cambridge University Press, vol. 5(4), pages 310-325, July.
    • Handle: RePEc:cup:judgdm:v:5:y:2010:i:4:p:310-325_9
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