Choice-Motivated Changes in Consumers’ Preferences

After making a choice people preferred positive features of the chosen options and negative features of the forgone ones, presumably to justify their choices. Follow-up results showed that, after choosing, consumers tended to attribute positive features to the chosen products and negative features to the not chosen ones. Based on these beliefs, people changed their attribute importance ratings such that positive features attributed to chosen products and negative features attributed to forgone products became more important. The latter only held when participants were highly confident about their attributions, suggesting a choice-defensive strategy to support their choices. (96 words)


Martin Zemborain, Gita Johar, and Asim Ansari (2008) ,"Choice-Motivated Changes in Consumers’ Preferences", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 237-241.


Martin Zemborain, Austral University, Argentina
Gita Johar, Columbia University
Asim Ansari, Columbia University


NA - Advances in Consumer Research Volume 35 | 2008

Share Proceeding

Featured papers

See More


Q2. Why do Kids Love Watching Unboxing Videos? Understanding The Motivations of Children to Consume Unboxing Toy Videos

Teresa Trevino, Universidad de Monterrey
Mariela Coronel, UDEM
Valeria Martínez, UDEM
Ivanna Martínez, UDEM
Daniela Kuri, UDEM

Read More


Taking a Leaf out of my Review: The Asymmetrical Link between Linguistic Similarity and Attitude Certainty for Writers and Readers of Product Reviews

Ann Kronrod, University of Massachusetts, USA
Yakov Bart, Northeastern University, USA

Read More


Doing Good by Buying from a Peer: When and Why Consumers Prefer Peer Economy Purchases

John P. Costello, Ohio State University, USA
Rebecca Walker Reczek, Ohio State 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.