Product category familiarity and preference construction

Published

Journal Article

Marketers often base decisions about marketing strategies on the results of research designed to elicit information about consumers' preferences. A large body of research indicates, however, that preferences often are labile. That is, preferences can be reversed depending on factors such as how the preference is elicited. In three studies, we examine the effect of familiarity in two preference-elicitation tasks, choice and matching judgments. We provide evidence of an interaction between familiarity and response mode (choice or matching) in each study. In study 3, we test the explanation that preference reversals may occur when the interaction of response mode with product-category familiarity leads to systematic changes in attribute weighting.

Full Text

Duke Authors

Cited Authors

  • Coupey, E; Irwin, JR; Payne, JW

Published Date

  • January 1, 1998

Published In

Volume / Issue

  • 24 / 4

Start / End Page

  • 459 - 468

International Standard Serial Number (ISSN)

  • 0093-5301

Digital Object Identifier (DOI)

  • 10.1086/209521

Citation Source

  • Scopus