The Feeling of Preference

Aner Sela, University of Florida, USA
Itamar Simonson, Stanford University, USA
We show preference construction is influenced by a transient “feeling of preference,” the perception that one has or should be able to form a preference in a given domain. Four studies demonstrate the feeling of preference can be situationally triggered and is independent of preference retrieval, motivation, and preference certainty.
[ to cite ]:
Aner Sela and Itamar Simonson (2015) ,"The Feeling of Preference", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 203-207.