Choice-Motivated Changes in Consumers’ Preferences

Martin Zemborain, Austral University, Argentina
Gita Johar, Columbia University
Asim Ansari, Columbia University
After making a choice people preferred positive features of the chosen options and negative features of the forgone ones, presumably to justify their choices. Follow-up results showed that, after choosing, consumers tended to attribute positive features to the chosen products and negative features to the not chosen ones. Based on these beliefs, people changed their attribute importance ratings such that positive features attributed to chosen products and negative features attributed to forgone products became more important. The latter only held when participants were highly confident about their attributions, suggesting a choice-defensive strategy to support their choices. (96 words)
[ to cite ]:
Martin Zemborain, Gita Johar, and Asim Ansari (2008) ,"Choice-Motivated Changes in Consumers’ Preferences", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 237-241.