Tradeoffs in the Dark: the Effect of Experience on Extrapolated Consumer Preferences

The dynamics of how consumers use preference knowledge gained over one range of product-attribute levels to predict their preferences for new attribute combinations is explored. Data from six studies supports a hypothesis that as judgmental experience in a core domain grows the process of predictive inference evolves from a reliance on meta-cognitive “guessing” rules to exemplar-based rules and finally to functional prediction rules. It was found that consumers often under-estimate the utility of novel product combinations that are superior to familiar options and over-estimate the utility of inferior options. The boundary conditions are explored in terms of the depth of prior judgment experience and the form of the “true” affective response policy.


Yanliu Huang and Robert Meyer (2010) ,"Tradeoffs in the Dark: the Effect of Experience on Extrapolated Consumer Preferences", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 179-182 .


Yanliu Huang , Chinese University of Hong Kong, Hong Kong, China
Robert Meyer , University of Pennsylvania /University of Miami, USA


NA - Advances in Consumer Research Volume 37 | 2010

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