Liking Goes With Liking: an Intuitive Measure of Preferences At a Flip of a Coin

In five experiments, we find that people intuitively relate preferred products to prominent labels, through a process of evaluative judgment. We suggest a fluency driven congruity between two positively judged ends, and demonstrate an important implication in which using the prominence-preference congruence helps de-bias the Compromise Effect.



Citation:

Coby Morvinski and On Amir (2015) ,"Liking Goes With Liking: an Intuitive Measure of Preferences At a Flip of a Coin", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 203-207.

Authors

Coby Morvinski, University of California San Diego, USA
On Amir, University of California San Diego, USA



Volume

NA - Advances in Consumer Research Volume 43 | 2015



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