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


Journal Article

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.

Full Text

Duke Authors

Cited Authors

  • Luce, MF; Jia, J; Fischer, GW

Published Date

  • December 1, 2003

Published In

Volume / Issue

  • 30 / 3

Start / End Page

  • 464 - 472

International Standard Serial Number (ISSN)

  • 0093-5301

Digital Object Identifier (DOI)

  • 10.1086/378622

Citation Source

  • Scopus