Preference Construction and Reconstruction

摘要: Preferences are frequently used to predict choice and shape marketing strategy. Market surveys experiments assessing consumers’ preferences design new products, forecast sales, set prices, guide promotion advertising Most commonly-used procedures elicit analyze — such as conjoint analysis other forms of multiattribute evaluation modeling (e.g., Green Srinivasan 1990; Lynch 1985) assume that well-defined, articulated, stable. However, recent research suggests articulated not always available in memory serve a basis for decision making (Coupey, Irwin, Payne 1998; Payne, Bettman, Johnson 1992, 1993; Slovic 1995). Instead consulting master list previously-formed stored memory, makers sometimes required construct or generate on-line while responding preference measures (Hastie Park 1986). The distinction between previously-formed, memory-based versus constructed, is important, because, theoretically, only the former type predictive subsequent behavior (Feldman 1988; Fischhoff 1991). goal present studies investigate conditions under which retrieved from newly-formed constructed on-line. We also examine role metacognitive processes reconstructing preferences.