Will I Like a “Medium” Pillow? Another Look At Constructed and Inherent Preferences

It is argue that the conclusion that consumer preferences are inherently constructive has been overstated. Much of the evidence for construction can be explained based on a tendency to gravitate to relative vales, and some key demonstrations involved rather unusual tasks and “benefited” from the effects they were demonstrating. A nonconstructive, pre-contextual concept of inherent preferences is proposed, suggesting that it is often meaningful and useful to assume that people are non/receptive to object configurations, including those that may not yet exist. Inherent preferences are most influential when reference points and forces of construction are less salient, most notably, when objects are experienced.


Itamar Simonson (2008) ,"Will I Like a “Medium” Pillow? Another Look At Constructed and Inherent Preferences", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 166-168.


Itamar Simonson, Stanford University


NA - Advances in Consumer Research Volume 35 | 2008

Share Proceeding

Featured papers

See More


Unintended Customer Consequences of Corporate Lobbying

Gautham Vadakkepatt, George Mason University
Kelly Martin, Colorado State University
Neeru Paharia, Georgetown University, USA
Sandeep Arora, University of Manitoba, Canada

Read More


M9. Exploring Historical Nostalgia and its Relevance to Consumer Research

Matthew Farmer, University of Arizona, USA
Caleb Warren, University of Arizona, USA

Read More


Handshaking Promotes Deal-Making By Signaling Cooperative Intent

Juliana Schroeder, University of California Berkeley, USA
Jane Risen, University of Chicago, USA
Francesca Gino, Harvard Business School, USA
Michael Norton, Harvard Business School, 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.