The Feeling of Preference
We show preference construction is influenced by a transient “feeling of preference,” the perception that one has or should be able to form a preference in a given domain. Four studies demonstrate the feeling of preference can be situationally triggered and is independent of preference retrieval, motivation, and preference certainty.
Aner Sela and Itamar Simonson (2015) ,"The Feeling of Preference", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 203-207.
Aner Sela, University of Florida, USA
Itamar Simonson, Stanford University, USA
NA - Advances in Consumer Research Volume 43 | 2015
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