Choice With Inference Is Different From Choice Without Inference

Kunter Gunasti, Penn State University, US
William T. Ross Jr., Penn State University, US
Some researchers argued that consumers rarely form inferences. Others proposed ways for inference formation using: within-brand attribute information; other brands in the choice set (across-brand information); or average values. The authors found that choices made with and without inferences were significantly different from each other. Making inferences reduced choice difficulty and indecisiveness (choosing none of the options) and increased the attractiveness of chosen options. Contrary to the averaging hypothesis, inferences were different from mean attribute values. Supporting across-brand processing, inferences made for different attributes of multiple brands were significantly correlated. Need for cognition played a moderating role in inference making.
[ to cite ]:
Kunter Gunasti and William T. Ross Jr. (2007) ,"Choice With Inference Is Different From Choice Without Inference", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 375-378.