Improving Preference Assessment Through Pre-Exposure to Attribute Levels

EXTENDED ABSTRACT - This article introduces a new technique for improving preference assessment by reducing the influence of context on preferential choices. We propose that a decision maker who is exposed to relevant attribute levels will form spontaneous valuations, which will insulate the decision maker from the effects of context during subsequent preference assessment. Results from three studies support this hypothesis. Pre-exposure to product attribute levels undermined the impact of attribute priming, decision framing, and asymmetric dominance on preferential choices. A fourth study demonstrates that similar results obtain when decision makers pre-generate attribute levels from memory.


Kurt A. Carlson and Samuel D. Bond (2005) ,"Improving Preference Assessment Through Pre-Exposure to Attribute Levels", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 205-205.


Kurt A. Carlson, Duke University
Samuel D. Bond, Duke University


NA - Advances in Consumer Research Volume 32 | 2005

Share Proceeding

Featured papers

See More


O2. The Streaking Star Effect: Why People Want Individual Winning Streaks to Continue More than Group Streaks

Jesse Walker, Cornell University, USA
Thomas Gilovich, Cornell University, USA

Read More


Snack Portion Size Choice, Expectations and Actual Experiences in Children: The Interplay of Healthiness, Hunger, and Sensory Food Imagery

Pierre Chandon, INSEAD, France
Celia Hachefa, System U
Yann Cornil, University of British Columbia, Canada
Sophie Nicklaus, Université Bourgogne Franche-Comté
Camille Schwartz, Université Bourgogne Franche-Comté
Christine Lange, Université Bourgogne Franche-Comté

Read More


Doing Worse but Feeling Better: Consequences of Collective Choice

Nuno Jose Lopes, University of Navarra
Elena Reutskaja, IESE Business School

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.