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Choice Set Configuration as a Determinant of Preference Attribution and Strength

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  • Song-Oh Yoon
  • Itamar Simonson

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. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Song-Oh Yoon & Itamar Simonson, 2008. "Choice Set Configuration as a Determinant of Preference Attribution and Strength," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(2), pages 324-336, June.
    • Handle: RePEc:oup:jconrs:v:35:y:2008:i:2:p:324-336
    DOI: 10.1086/587630
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    Citations

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    Cited by:

    1. Dimas Maulana & Sudarso Kaderi Wiryono & Mustika Sufiati Purwanegara, 2019. "Investigating Consumer Preference in Banking Services: A Conjoint Analysis Study," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(3), pages 187-197.
    2. Alexander Bleier & Maik Eisenbeiss, 2015. "Personalized Online Advertising Effectiveness: The Interplay of What, When, and Where," Marketing Science, INFORMS, vol. 34(5), pages 669-688, September.
    3. Yolande Piris & Nathalie Guibert, 2014. "Intuitive judgments effects when evaluating a product assortment," Post-Print hal-01726503, HAL.
    4. Graciola, Ana Paula & De Toni, Deonir & Milan, Gabriel Sperandio & Eberle, Luciene, 2020. "Mediated-moderated effects: High and low store image, brand awareness, perceived value from mini and supermarkets retail stores," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    5. Hristina Nikolova & Cait Lamberton, 2016. "Men and the Middle: Gender Differences in Dyadic Compromise Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(3), pages 355-371.
    6. Anyuan Shen & Shuguang Liu, 2016. "Asymmetric dominance and the stability of constructed preferences," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 11(3), pages 213-222, May.
    7. Aner Sela & Jonah Berger & Joshua Kim & Gita JoharEditor & Leonard LeeAssociate Editor, 2017. "How Self-Control Shapes the Meaning of Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(4), pages 724-737.
    8. Sung-Bum Kim & Seunghwan Lee & Dae-Young Kim, 2018. "The effect of service providers’ facial hair on restaurant customers’ perceptions," Service Business, Springer;Pan-Pacific Business Association, vol. 12(2), pages 277-303, June.
    9. Kim, Jungkeun & Kim, Jae-Eun & Marshall, Roger, 2020. "Choose Quickly! The Influence of Cognitive Resource Availability on the Preference between the Intuitive and Externally Recommended Options," Australasian marketing journal, Elsevier, vol. 28(4), pages 263-272.
    10. repec:cup:judgdm:v:11:y:2016:i:3:p:213-222 is not listed on IDEAS
    11. Andrews, Demetra, 2016. "Product information and consumer choice confidence in multi-item sales promotions," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 45-53.
    12. A. Muthukrishnan & Robin Chark, 2015. "Choice set induced conflict, deliberation, and persistent preference," Marketing Letters, Springer, vol. 26(4), pages 437-448, December.

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