Me, myself, and my choices: The influence of private self-awareness on preference-behavior consistency
Abstract
Research presented in this article examines the impact of private self-awareness on consumer decision making. Three studies report converging evidence that by increasing self-awareness, consumers encounter fewer problems in determining their product attitudes and, thereby, behave in a way that is more consistent with their own personal product preferences. In study 1, the authors found that the compromise effect and the attraction effect are both dramatically reduced under self-awareness, suggesting that self-awareness helps individuals in identifying which attributes are really important to them. This conjecture was confirmed by study 2, in which it was found that the effect of self-awareness on context effects was mediated by more articulated attribute preferences and indistinguishable from the effects of a manipulation that induced people to think of their preferences in advance. In study 3, the authors found that self-aware consumers are more likely to stick to their personal favorite choice options when composing a product set. These findings are consistent with the idea that self-awareness increases consumers' sense of their personal attitudes towards each choice option.Download Info
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Paper provided by Katholieke Universiteit Leuven in its series Open Access publications from Katholieke Universiteit Leuven with number urn:hdl:123456789/120604.Length:
Date of creation: 2007
Date of revision:
Handle: RePEc:ner:leuven:urn:hdl:123456789/120604
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Web page: http://www.kuleuven.be
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Keywords: Research; Impact; Decision; Decision making; Studies; Problems; Product; Personal; Preference; IT; Effects; Choice; Options;References
References listed on IDEASPlease report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Huber, Joel & Puto, Christopher, 1983. " Market Boundaries and Product Choice: Illustrating Attraction and Substitution Effects," Journal of Consumer Research, University of Chicago Press, vol. 10(1), pages 31-44, June.
- Simonson, Itamar, 1989. " Choice Based on Reasons: The Case of Attraction and Compromise Effects," Journal of Consumer Research, University of Chicago Press, vol. 16(2), pages 158-74, September.
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- Ratner, Rebecca K & Kahn, Barbara E, 2002. " The Impact of Private versus Public Consumption on Variety-Seeking Behavior," Journal of Consumer Research, University of Chicago Press, vol. 29(2), pages 246-57, September.
- Alexander Chernev, 2005. "Context Effects without a Context: Attribute Balance as a Reason for Choice," Journal of Consumer Research, University of Chicago Press, vol. 32(2), pages 213-223, 09.
- Kahn, Barbara E & Isen, Alice M, 1993. " The Influence of Positive Affect on Variety Seeking among Safe, Enjoyable Products," Journal of Consumer Research, University of Chicago Press, vol. 20(2), pages 257-70, September.
- Levin, Irwin P & Gaeth, Gary J, 1988. " How Consumers Are Affected by the Framing of Attribute Information before and after Consuming the Product," Journal of Consumer Research, University of Chicago Press, vol. 15(3), pages 374-78, December.
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