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



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