Preferences, Interrupted

Wendy Liu, U.C. San Diego, USA
Jonathan Levav, Columbia University, USA
This research examines the effect of interruptions in the decision making process on the degree of context-dependence. We find that interrupting decision-makers attenuates the attraction effect, but increases the compromise effect. We propose this occurs because interruption leads to a greater reliance on one’s chronic preferences, rather than a construction of preferences based on contextual cues.
[ to cite ]:
Wendy Liu and Jonathan Levav (2011) ,"Preferences, Interrupted", 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.