The Link Between Usability, Preference Reversal, and Decision Making

Design elements to enhance usability may have unintended consequences for consumer preferences and decision making. Study 1 demonstrates that visual separators shift the preference reversal effect. Study 2 shows that visual separators enhance decision-making efficiency but limit consumer adaptivity. Study 3 shows that, under time pressure, visual separators improve decision quality when attributes are negatively correlated.


Na Wen and Nicholas Lurie (2011) ,"The Link Between Usability, Preference Reversal, and Decision Making", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.


Na Wen, Georgia Institute of Technology , USA
Nicholas Lurie, Georgia Institute of Technology, USA


NA - Advances in Consumer Research Volume 38 | 2011

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