Action-Driven Evolution of General and Enduring Preference Hierarchies

Ab Litt, Stanford University, USA
How can 'mere' actions and choices, independent of their expected or actual outcomes, shape preferences and choice rationales themselves? A difficulty-varying-alpha model is constructed to investigate the effects on preferences of making cross-domain product choices in attribute trade-off conflicts. Employing principles of persistence and generality, the model inspires a set of hypotheses regarding the evolution of stable and generalized attribute importance hierarchies, as well as preference amplification and switching behaviors. Supporting simulation results are described, which form the basis for behavioral experiments in development to test model predictions. Implications for taste acquisition, "lifestyle marketing", and personality are also currently under study.
[ to cite ]:
Ab Litt (2009) ,"Action-Driven Evolution of General and Enduring Preference Hierarchies", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 1038-1039.