What Happens Between the Memory Option and the Stimulus Option? Attribute Valence and Information Retrieval in Mixed Choice

Mauricio Palmeira, Monash University, Australia
Shuoyang Zhang, Colorado State University, USA
Shanker Krishnan, Indiana University, USA
Previous research on mixed choice has focused on attractive options and suggested a conservative bias. The current study investigates the role of attribute valence and shows in three experiments that consumers tend to prefer the stimulus option when the options are described by attractive attributes and the memory option when they are described by negative attributes. Further, the preference patterns can be explained by consumers’ imperfect memory retrieval.
[ to cite ]:
Mauricio Palmeira, Shuoyang Zhang, and Shanker Krishnan (2011) ,"What Happens Between the Memory Option and the Stimulus Option? Attribute Valence and Information Retrieval in Mixed Choice ", 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.