Product Category Familiarity and Preference Construction.
Marketers often base decisions about marketing strategies on the results of research designed to elicit information about consumers' preferences. A large body of research indicates, however, that preferences often are labile. That is, preferences can be reversed depending on factors such as how the preference is elicited. In three studies, we examine the effect of familiarity in two preference elicitation tasks, choice and matching judgments. We provide evidence of an interaction between familiarity and response mode (choice or matching) in each study. In study 3, we test the explanation that preference reversals may occur when the interaction of response mode with product-category familiarity leads to systematic changes in attribute weighting. Copyright 1998 by the University of Chicago.
Year of publication: |
1998
|
---|---|
Authors: | Coupey, Eloise ; Irwin, Julie R ; Payne, John W |
Published in: |
Journal of Consumer Research. - University of Chicago Press. - Vol. 24.1998, 4, p. 459-68
|
Publisher: |
University of Chicago Press |
Saved in:
Saved in favorites
Similar items by person
-
The Sustainability Liability: Potential Negative Effects of Ethicality on Product Preference
Luchs, Michael G, (2010)
-
Raghunathan, Rajagopal, (2001)
-
Do Risk Information Programs Promote Mitigating Behavior?
Smith, V Kerry, (1995)
- More ...