Precommitment Bias in the Evaluation of a Single Option: the Importance of Evaluative Disposition

Samuel Bond, Duke University
Kurt Carlson, Duke University
Margaret Meloy,J. Edward Russo,Rob Tanner, Penn State University,Cornell University,Duke University
Margaret Meloy,J. Edward Russo,Rob Tanner, Penn State University,Cornell University,Duke University

Precommitment Bias in the Evaluation of a Single Option

 

Samuel D. Bond1, Kurt A. Carlson1, Margaret G. Meloy2, J. Edward Russo3, Robin J. Tanner1

 

1Duke University                    2Penn State University                        3Cornell University

 

 

Drawing from coherence-based accounts of decision processing, we propose that individuals engaged in a singular evaluation task will form an initial assessment of favorability. Consequently, the evaluation of subsequent information will be biased in order to cohere with this initial disposition. Three experiments tested this hypothesis: initial disposition was manipulated (Studies 1 and 3) or measured (Study 2), and attribute ratings were collected as indicators of information distortion. Results indicated that attribute evaluations were biased to favor initial dispositions. These findings suggest that precommitment bias extends to a single-option setting and is driven by the emergence of an evaluative disposition.
[ to cite ]:
Samuel Bond, Kurt Carlson, Margaret Meloy,J. Edward Russo,Rob Tanner, and Margaret Meloy,J. Edward Russo,Rob Tanner (2006) ,"Precommitment Bias in the Evaluation of a Single Option: the Importance of Evaluative Disposition", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 245-246.