Choice Set Configuration as a Determinant of Preference Attribution and Strength
Despite the growing consensus that consumer preferences are often constructed when decisions are made, we still know very little about the factors that determine the strength and stability of constructed preferences. We propose that the manner in which preferences are formed has a significant effect on their strength and stability. In particular, we propose that option set configuration, asymmetric dominance versus compromise, drives the decision process and whether consumers (consciously) focus on the chosen option or the context. This, in turn, affects the resulting decision process trace, as reflected in choice stability, confidence, and attribution. The results of five studies support this proposition. Thus, the strength of constructed preferences is a function of choice problem characteristics and the construction process. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..
When requesting a correction, please mention this item's handle: RePEc:ucp:jconrs:v:35:y:2008:i:2:p:324-336. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Journals Division)
If references are entirely missing, you can add them using this form.