Why Preference Stability of Certain Product Attributes Are More Than Others: Disaggregating Stability (Instability) Into Core and Supplementary Attributes

Fangzhou Xu, University of Guelph, Canada
Juan Wang, Western University, Canada
Towhidul Ialam, University of Guelph, Canada
To reconcile the debate between stable and constructed preferences, we suggest an alternative view of decomposing product preference into attribute preference. Specifically, we argue that consumer preferences for core attributes of a product should be largely stable across time, while supplementary attributes should be largely unstable.
[ to cite ]:
Fangzhou Xu, Juan Wang, and Towhidul Ialam (2012) ,"Why Preference Stability of Certain Product Attributes Are More Than Others: Disaggregating Stability (Instability) Into Core and Supplementary Attributes", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1129-1129.