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Product Category Familiarity and Preference Construction

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  • Coupey, Eloise
  • Irwin, Julie R
  • Payne, John W
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    Abstract

    Marketers often base decisions about marketing strategies on the results of research designed to elicit information about consumers' preferences. A large body of research indicates, however, that preferences often are labile. That is, preferences can be reversed depending on factors such as how the preference is elicited. In three studies, we examine the effect of familiarity in two preference elicitation tasks, choice and matching judgments. We provide evidence of an interaction between familiarity and response mode (choice or matching) in each study. In study 3, we test the explanation that preference reversals may occur when the interaction of response mode with product-category familiarity leads to systematic changes in attribute weighting. Copyright 1998 by the University of Chicago.

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 24 (1998)
    Issue (Month): 4 (March)
    Pages: 459-68

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    Handle: RePEc:ucp:jconrs:v:24:y:1998:i:4:p:459-68

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. Miquel-Romero, Maria José & Caplliure-Giner, Eva María & Adame-Sánchez, Consolación, 2014. "Relationship marketing management: Its importance in private label extension," Journal of Business Research, Elsevier, vol. 67(5), pages 667-672.
    2. Moore, Don A., 1999. "Order Effects in Preference Judgments: Evidence for Context Dependence in the Generation of Preferences, ," Organizational Behavior and Human Decision Processes, Elsevier, vol. 78(2), pages 146-165, May.
    3. Jack Walker, H. & Feild, Hubert S. & Giles, William F. & Bernerth, Jeremy B. & Short, Jeremy C., 2011. "So what do you think of the organization? A contextual priming explanation for recruitment Web site characteristics as antecedents of job seekers' organizational image perceptions," Organizational Behavior and Human Decision Processes, Elsevier, vol. 114(2), pages 165-178, March.
    4. Wong, Kin Fai Ellick & Kwong, Jessica Y.Y., 2005. "Comparing two tiny giants or two huge dwarfs? Preference reversals owing to number size framing," Organizational Behavior and Human Decision Processes, Elsevier, vol. 98(1), pages 54-65, September.
    5. Shih-Chieh Chuang & Danny Tengti Kao & Yin-Hui Cheng & Chu-An Chou, 2012. "The effect of incomplete information on the compromise effect," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 7(2), pages 196-204, March.
    6. Carlson, Kurt A. & Pearo, Lisa Klein, 2004. "Limiting predecisional distortion by prior valuation of attribute components," Organizational Behavior and Human Decision Processes, Elsevier, vol. 94(1), pages 48-59, May.
    7. Babin, Barry J. & Babin, Laurie, 2001. "Seeking something different? A model of schema typicality, consumer affect, purchase intentions and perceived shopping value," Journal of Business Research, Elsevier, vol. 54(2), pages 89-96, November.

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