Learning From Mixed Feedback: the Biased Processing of Store Price Comparisons
ABSTRACT - People learn about the quality of their decisions by comparing their obtained outcomes to alternative outcomes. Often, feedback is mixed: the chosen option performs better than one alternative but worse than another. We examine how peoples reaction to mixed price comparisons is influenced by their motivation to learn from these comparisons. Our results indicate that people who are motivated to evaluate their choices selectively search for opportunities to improve, leading them to overemphasize unfavorable comparisons and underestimate the value of their current selection.
Citation:
Tom Meyvis and Alan Cooke (2003) ,"Learning From Mixed Feedback: the Biased Processing of Store Price Comparisons", in E - European Advances in Consumer Research Volume 6, eds. Darach Turley and Stephen Brown, Provo, UT : Association for Consumer Research, Pages: 375.
People learn about the quality of their decisions by comparing their obtained outcomes to alternative outcomes. Often, feedback is mixed: the chosen option performs better than one alternative but worse than another. We examine how peoples reaction to mixed price comparisons is influenced by their motivation to learn from these comparisons. Our results indicate that people who are motivated to evaluate their choices selectively search for opportunities to improve, leading them to overemphasize unfavorable comparisons and underestimate the value of their current selection. ----------------------------------------
Authors
Tom Meyvis, New York University, USA
Alan Cooke, University of Florida, USA
Volume
E - European Advances in Consumer Research Volume 6 | 2003
Share Proceeding
Featured papers
See MoreFeatured
C8. Can Packaging Imagery Fill Your Stomach? Effects of Product Image Location on Flavor Richness, Consumption Quantity, and Subsequent Choice
Taku Togawa, Chiba University of Commerce
Jaewoo Park, Musashi University
Hiroaki Ishii, Seikei University
Xiaoyan Deng, Ohio State University, USA
Featured
Foods for Sharing: The Social Value of Handmade Foods
Xin Wang, Nanjing University
Chunqu Xiao, Nanjing University
Xingyu Duan, Nanjing University
Hong Zhu, Nanjing University
Featured
F8. Dual Routes for Consumer Responses to Corporate Social Responsibility: The Role of Positive Moral Emotions, Attitudes, and Empathy
Chunyan Xie, Western Norway University of Applied Sciences
Richard P. Bagozzi, University of Michigan, USA