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Bridging the Attitude-Preference-Gap: A Cognitive Approach To Preference Formation

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  • Schmitt, Rebecca

Abstract

This paper provides a descriptive decision model that is based on a single behavioral pattern: human beings strive for consistency between what they do, what they think and what they perceive. This pattern manifests in the decision maker’s aim to bring his attitudes, beliefs and behavior into balance. Drawing principally on the theory of cognitive dissonance by Festinger (1957), the model shows how the concept of attitudes and the concept of preferences are interwoven by the human need for consistency. It closes the conceptual gap between preferences and attitudes. The model is an alternative approach to additive utility models, such as the one by Fehr and Schmidt (1999). Models of this class are not capable of explaining behavioral discontinuities in the mini ultimatum game. In contrast, the attitude-based model covers this behavioral pattern.

Suggested Citation

  • Schmitt, Rebecca, 2015. "Bridging the Attitude-Preference-Gap: A Cognitive Approach To Preference Formation," MPRA Paper 68480, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:68480
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    File URL: https://mpra.ub.uni-muenchen.de/68480/1/MPRA_paper_68480.pdf
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    References listed on IDEAS

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    Cited by:

    1. Ahmed K. Nassar, 2022. "Identifying and Explaining Public Preferences for Renewable Energy Sources in Qatar," Sustainability, MDPI, vol. 14(21), pages 1-17, October.

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    More about this item

    Keywords

    Preference Formation; Attitudes; Cognitive Dissonance; Preference Reversal; Additive Utility; Ultimatum Game;
    All these keywords.

    JEL classification:

    • C7 - Mathematical and Quantitative Methods - - Game Theory and Bargaining Theory
    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
    • Z1 - Other Special Topics - - Cultural Economics

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