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Choice Set Configuration as a Determinant of Preference Attribution and Strength

Song‐Oh Yoon and Itamar Simonson
Journal of Consumer Research
Vol. 35, No. 2 (August 2008), pp. 324-336
Published by: Oxford University Press
DOI: 10.1086/587630
Stable URL: http://www.jstor.org/stable/10.1086/587630
Page Count: 13
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Choice Set Configuration as a Determinant of Preference Attribution and Strength
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Abstract

Despite the growing consensus that consumer preferences are often constructed when decisions are made, we still know very little about the factors that determine the strength and stability of constructed preferences. We propose that the manner in which preferences are formed has a significant effect on their strength and stability. In particular, we propose that option set configuration, asymmetric dominance versus compromise, drives the decision process and whether consumers (consciously) focus on the chosen option or the context. This, in turn, affects the resulting decision process trace, as reflected in choice stability, confidence, and attribution. The results of five studies support this proposition. Thus, the strength of constructed preferences is a function of choice problem characteristics and the construction process.

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