The Link Between Usability, Preference Reversal, and Decision Making

Na Wen, Georgia Institute of Technology , USA
Nicholas Lurie, Georgia Institute of Technology, USA
Design elements to enhance usability may have unintended consequences for consumer preferences and decision making. Study 1 demonstrates that visual separators shift the preference reversal effect. Study 2 shows that visual separators enhance decision-making efficiency but limit consumer adaptivity. Study 3 shows that, under time pressure, visual separators improve decision quality when attributes are negatively correlated.
[ to cite ]:
Na Wen and Nicholas Lurie (2011) ,"The Link Between Usability, Preference Reversal, and Decision Making", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.