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Inherent, constructed, revealed preferences: Guidelines for marketers

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  • Gabriele Paolacci

Abstract

A theory of preferences was recently proposed on how consumers? choices depend on both stable ?inherent? likings and sensitivity to framing, task, and context effects (Simonson, 2008). Managers can employ this approach to overcome the contradictions exhibited so far in their treatment of preferences, and ultimately improve the outcome of the marketing process. The article proposes some practical methods to discover chronic dispositions and preference constructability, and suggests how to strategize over the inherent and the constructed components of consumer preferences.

Suggested Citation

  • Gabriele Paolacci, 2011. "Inherent, constructed, revealed preferences: Guidelines for marketers," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2011(3), pages 147-166.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2011-003009
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