Choice Construction Versus Preference Construction: the Instability of Preferences Learned in Context
Preference consistency implies that people have learned their willingness to trade off attributes. We argue that this is not necessarily the case. Instead, we show that when preferences are learned in context (e.g., through repeated choices made from a trinary choice set that includes an asymmetrically dominated decoy), people learn a context-specific choice heuristic (e.g., always the asymmetrically dominating option), leading to consistent preferences within a context, but less consistent preferences across contexts. In contrast, repeated choices from sets containing only two options impel people to learn their subjective attribute weights, yielding to consistent preferences both within and across contexts.
On Amir and Jonathan Levav (2007) ,"Choice Construction Versus Preference Construction: the Instability of Preferences Learned in Context", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 692-695.
On Amir, University of California San Diego, USA
Jonathan Levav, Columbia University, USA
NA - Advances in Consumer Research Volume 34 | 2007
E6. The Effect of Crowding Perception on Helping Behavior ——Is Squeeze Warmer than Isolation?
Qingqing Guo, Shanghai Jiao Tong University
A Conceptual Framework of Violation of Trust and Negative Emotional Responses during Brand Transgressions
Karthik Selvanayagam, Indian Institute of Technology, Madras
Varisha Rehman, Indian Institute of Technology, Madras
The “Break-in” Effect: A Token Gesture Can Increase Task Initiation and Prevent Goal Abandonment
Adelle Xue Yang, National University of Singapore, Singapore
Babu Gounder, University of Miami, USA
Rajesh Bagchi, Virginia Tech, USA