Conference proceeding
Tradeoffs in the Dark: the Effect of Experience on Extrapolated Consumer Preferences
Advances in Consumer Research, Vol.37, p179
01 Jan 2010
Abstract
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.
Metrics
1 Record Views
Details
- Title
- Tradeoffs in the Dark: the Effect of Experience on Extrapolated Consumer Preferences
- Creators
- Yanliu HuangRobert Meyer
- Publication Details
- Advances in Consumer Research, Vol.37, p179
- Publisher
- Association for Consumer Research
- Resource Type
- Conference proceeding
- Language
- English
- Academic Unit
- Marketing
- Identifiers
- 991020545415604721