The Effect of Decision Procedures on Choice and Strength of Preference

Building on the notion that some choices are based on strong beliefs whereas other choices may be based on very weak beliefs (or no beliefs), this research examines moderating factors of the strength of preferences in choice. In particular, we look at the effect of specific decision procedures on preference strength. We show that variations in decision procedures indeed can affect the degree to which choice is based on strong vs. weak preferences. The underlying mechanisms are investigated.



Citation:

Wendy Liu, Itamar Simonson, and On Amir (2005) ,"The Effect of Decision Procedures on Choice and Strength of Preference", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 308-309.

Authors

Wendy Liu, Stanford University
Itamar Simonson, Stanford University
On Amir, Yale University



Volume

E - European Advances in Consumer Research Volume 7 | 2005



Share Proceeding

Featured papers

See More

Featured

Brands as Complex Social Processes

Andrea Hemetsberger, University of Innsbruck, Austria
Hans Mühlbacher, International University of Monaco
Eric J Arnould, Aalto University, Finland

Read More

Featured

K6. Persuading the Moral Consumer: Matching Messages to Attitude Basis

Aviva Philipp-Muller, Ohio State University, USA
Andrew Luttrell, Ball State University
Richard Petty, Ohio State University, USA

Read More

Featured

Self-Deprecation Signals Humility, but Not as Much as Self-Deprecators Assume

Clayton R Critcher, University of California Berkeley, USA
Michael O'Donnell, University of California Berkeley, USA
Minah Jung, New York 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.