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How Much Do You Like It? Within-Alternative Conflict and Subjective Confidence in Consumer Judgments

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  • Luce, Mary Frances
  • Jia, Jianmin
  • Fischer, Gregory W

Abstract

We seek to reinforce the importance of the notion of within-alternative conflict for consumer research. We replicate our own earlier findings that conflict associated with integrating an alternative's pros and cons influences responses to a judgment task. In the earlier work, we focused on test-retest reliability in judgment; here we extend the work by developing a measure of explicit preference uncertainty using subjective confidence intervals placed around evaluative judgments in consumer purchase contexts. We also extend the prior work by demonstrating an effect of within-alternative conflict on preferences expressed through evaluative ratings. Copyright 2003 by the University of Chicago.

Suggested Citation

  • Luce, Mary Frances & Jia, Jianmin & Fischer, Gregory W, 2003. "How Much Do You Like It? Within-Alternative Conflict and Subjective Confidence in Consumer Judgments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(3), pages 464-472, December.
    • Handle: RePEc:oup:jconrs:v:30:y:2003:i:3:p:464-72
    DOI: 10.1086/378622
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    Cited by:

    1. J.D. Tony Carter, 2009. "Managers Empowering Employees," American Journal of Economics and Business Administration, Science Publications, vol. 1(2), pages 41-46, June.
    2. Jenni Sipilä & Anssi Tarkiainen & Sanna Sundqvist, 2018. "Toward an improved conceptual understanding of consumer ambivalence," AMS Review, Springer;Academy of Marketing Science, vol. 8(3), pages 147-162, December.
    3. Sipilä, Jenni & Herold, Kristiina & Tarkiainen, Anssi & Sundqvist, Sanna, 2017. "The influence of word-of-mouth on attitudinal ambivalence during the higher education decision-making process," Journal of Business Research, Elsevier, vol. 80(C), pages 176-187.
    4. Rong Chen & Jianmin Jia, 2012. "Regret and performance uncertainty in consumer repeat choice," Marketing Letters, Springer, vol. 23(1), pages 353-365, March.

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