Choice With Inference Is Different From Choice Without Inference

Some researchers argued that consumers rarely form inferences. Others proposed ways for inference formation using: within-brand attribute information; other brands in the choice set (across-brand information); or average values. The authors found that choices made with and without inferences were significantly different from each other. Making inferences reduced choice difficulty and indecisiveness (choosing none of the options) and increased the attractiveness of chosen options. Contrary to the averaging hypothesis, inferences were different from mean attribute values. Supporting across-brand processing, inferences made for different attributes of multiple brands were significantly correlated. Need for cognition played a moderating role in inference making.


Kunter Gunasti and William T. Ross Jr. (2007) ,"Choice With Inference Is Different From Choice Without Inference", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 375-378.


Kunter Gunasti, Penn State University, US
William T. Ross Jr., Penn State University, US


NA - Advances in Consumer Research Volume 34 | 2007

Share Proceeding

Featured papers

See More


The Pleasure of Being Right (Even When the World Is Bad)

Carey K. Morewedge, Boston University, USA
Janna Russmann, University of Cologne
Danica Mijovic-Prelec, Massachusetts Institute of Technology, USA
Drazen Prelec, Massachusetts Institute of Technology, USA

Read More


Turning “Expenses” into “Bills”: How spending Categorization Impacts Budget Optimism and Likelihood of Success

Eleanor Putnam-Farr, Rice University, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA

Read More


Can Making Family Salient Improve Retirement Contributions? Evidence from Field Experiments in Mexico

Avni Shah, University of Toronto, Canada
Matthew Osborne, University of Toronto, Canada
Jaclyn Lefkowitz, IDEAS42
Andrew Fertig, IDEAS42
Dilip Soman, University of Toronto, Canada
Nina Mazar, Boston University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.