Liking Goes With Liking: an Intuitive Measure of Preferences At a Flip of a Coin

Coby Morvinski, University of California San Diego, USA
On Amir, University of California San Diego, USA
In five experiments, we find that people intuitively relate preferred products to prominent labels, through a process of evaluative judgment. We suggest a fluency driven congruity between two positively judged ends, and demonstrate an important implication in which using the prominence-preference congruence helps de-bias the Compromise Effect.
[ to cite ]:
Coby Morvinski and On Amir (2015) ,"Liking Goes With Liking: an Intuitive Measure of Preferences At a Flip of a Coin", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 203-207.