Choice With Inference Is Different From Choice Without Inference

Kunter Gunasti, Pennsylvania State University
William T. Ross, Jr., Pennsylvania State University
In three studies it is shown that encouraging consumers to make explicit inferences about missing attributes leads to significantly different choices compared to choices made without being asked to make inferences. Being prompted to make explicit inferences reduced the tendency to draw on the availability (absence) of an important attribute as a reason for (not) choosing an option; decreased indecisiveness (not choosing any options); increased the attractiveness of chosen options and reduced the perceived difficulty of choices. The inferences made for different attributes of different brands were all interrelated suggesting a more complex inference making process in multi-attribute multi-product choice sets.
[ to cite ]:
Kunter Gunasti and William T. Ross, Jr. (2008) ,"Choice With Inference Is Different From Choice Without Inference", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 814-815.