Effect of Attribute Change on Preference Modification

Ataollah Tafaghodi Jami, University of Utah, USA
Himanshu Mishra, University of Utah, USA
This paper uses dual-systems of processing to explain why people, who detect an attribute change in their choice set, choose the option with the highest (lowest) absolute change when the change is positive (negative). Three studies provide support for the proposed account and reject other alternative explanations.
[ to cite ]:
Ataollah Tafaghodi Jami and Himanshu Mishra (2011) ,"Effect of Attribute Change on Preference Modification", 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.