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

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.

Duke Scholars

Author Mary Frances Luce Fuqua School of Business

Author Gregory W. Fischer Fuqua School of Business