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The Impact of Common Features on Consumer Preferences: A Case of Confirmatory Reasoning

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  • Chernev, Alexander

Abstract

This article examines how confirmatory reasoning moderates the impact of attractive and unattractive common features on consumer preferences. Building on the existing research on confirmatory information processing and the motivated reasoning framework, I propose that consumers evaluate common features in a way that supports their already established preferences. In a series of three studies, I show that the impact of common features is moderated by their attractiveness and the strength of individuals' already established preferences. In the context of a choice task, only attractive features were found to enhance individuals' already established preferences, and this effect was more pronounced for consumers with already established brand preferences compared to consumers who were indifferent to the options. The effect of attractive and unattractive features was reversed in the context of a rejection rather than a selection task. These findings are interpreted in the context of consumers' confirmatory reasoning aimed at reaching a consistent and readily justifiable decision. Copyright 2001 by the University of Chicago.

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  • Chernev, Alexander, 2001. "The Impact of Common Features on Consumer Preferences: A Case of Confirmatory Reasoning," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(4), pages 475-488, March.
    • Handle: RePEc:oup:jconrs:v:27:y:2001:i:4:p:475-88
    DOI: 10.1086/319622
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    Cited by:

    1. Anish Nagpal & Adwait Khare & Tilottama Chowdhury & Lauren Labrecque & Ameet Pandit, 2011. "The impact of the amount of available information on decision delay: The role of common features," Marketing Letters, Springer, vol. 22(4), pages 405-421, November.
    2. Tingchi Liu, Matthew & Phau, Ian & Teah, Min, 2017. "“First in first out†or “last in first out†: Presentation of information order on evaluation of utilitarian products," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 148-155.
    3. Chakravarthi Narasimhan & Özge Turut, 2013. "Differentiate or Imitate? The Role of Context-Dependent Preferences," Marketing Science, INFORMS, vol. 32(3), pages 393-410, May.
    4. Creyer, Elizabeth H. & Kozup, John C., 2003. "An examination of the relationships between coping styles, task-related affect, and the desire for decision assistance," Organizational Behavior and Human Decision Processes, Elsevier, vol. 90(1), pages 37-49, January.
    5. Marla B. Royne & Alexa K. Fox & George D. Deitz & Tyler Gibson, 2014. "The Effects of Health Consciousness and Familiarity with DTCA on Perceptions of Dietary Supplements," Journal of Consumer Affairs, Wiley Blackwell, vol. 48(3), pages 515-534, October.
    6. Su, Yin & Rao, Li-Lin & Li, Xingshan & Wang, Yong & Li, Shu, 2012. "From quality to quantity: The role of common features in consumer preference," Journal of Economic Psychology, Elsevier, vol. 33(6), pages 1043-1058.

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