Featured Research

from universities, journals, and other organizations

Context Is Everything: New Research Uncovers Key To Consumer Preferences

Date:
July 18, 2008
Source:
University of Chicago Press Journals
Summary:
New research in the Journal of Consumer Research reveals that a product's attractiveness can shift depending on the other choices that are available at the time. The authors demonstrate that if consumers perceive they're choosing the best item from a set of options, they are more likely to feel good enough about choosing the product again next time.

When consumers shop for televisions or cereal, what makes them prefer one option to another? Which brand will they purchase again and tell their friends about?

New research in the Journal of Consumer Research reveals that a product’s attractiveness can shift depending on the other choices that are available at the time. Authors Song-Oh Yoon (Korea University Business School) and Itamar Simonson (Stanford University) demonstrate that if consumers perceive they’re choosing the best item from a set of options, they are more likely to feel good enough about choosing the product again next time.

“These findings show that the choice process and the configuration of the choice set have long-term effects on the strength, stability, and attribution of the resulting preferences and can even influence product satisfaction,” write the authors.

The research found that the configuration of the choice set mattered greatly when it came to creating consumer preference. In the studies, participants were presented with products (food processors, lawn mowers, portable grills, binoculars, cars, cordless phones, etc.). The products were presented in three types of choice sets: asymmetric dominance (where one choice was clearly superior to the other two), compromise (where one choice was intermediate to the other two), or control (two options that were somewhat equivalent). After participants made choices, they rated the products and their satisfaction with their choices. In five different studies that shifted the products and choice sets, the researchers found that the strength of preference for one option over another can be affected by the context of the choice in ways people don’t realize.

“A pen selected from a set in which it asymmetrically dominated another pen produced a more positive writing experience and a greater willingness to pay for the pen than if the same pen was selected from a set in which it did not dominate another option,” the authors explain.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Yoon et al. Choice Set Configuration as a Determinant of Preference Attribution and Strength. Journal of Consumer Research, 2008; 35 (2): 324 DOI: 10.1086/587630

Cite This Page:

University of Chicago Press Journals. "Context Is Everything: New Research Uncovers Key To Consumer Preferences." ScienceDaily. ScienceDaily, 18 July 2008. <www.sciencedaily.com/releases/2008/07/080717095024.htm>.
University of Chicago Press Journals. (2008, July 18). Context Is Everything: New Research Uncovers Key To Consumer Preferences. ScienceDaily. Retrieved July 24, 2014 from www.sciencedaily.com/releases/2008/07/080717095024.htm
University of Chicago Press Journals. "Context Is Everything: New Research Uncovers Key To Consumer Preferences." ScienceDaily. www.sciencedaily.com/releases/2008/07/080717095024.htm (accessed July 24, 2014).

Share This




More Mind & Brain News

Thursday, July 24, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Idaho Boy Helps Brother With Disabilities Complete Triathlon

Idaho Boy Helps Brother With Disabilities Complete Triathlon

Newsy (July 23, 2014) An 8-year-old boy helped his younger brother, who has a rare genetic condition that's confined him to a wheelchair, finish a triathlon. Video provided by Newsy
Powered by NewsLook.com
Huge Schizophrenia Study Finds Dozens Of New Genetic Causes

Huge Schizophrenia Study Finds Dozens Of New Genetic Causes

Newsy (July 22, 2014) The 83 new genetic markers could open dozens of new avenues for schizophrenia treatment research. Video provided by Newsy
Powered by NewsLook.com
Why Do People Believe We Only Use 10 Percent Of Our Brains?

Why Do People Believe We Only Use 10 Percent Of Our Brains?

Newsy (July 22, 2014) The new sci-fi thriller "Lucy" is making people question whether we really use all our brainpower. But, as scientists have insisted for years, we do. Video provided by Newsy
Powered by NewsLook.com
Do Obese Women Have 'Food Learning Impairment'?

Do Obese Women Have 'Food Learning Impairment'?

Newsy (July 18, 2014) Yale researchers tested 135 men and women, and it was only obese women who were deemed to have "impaired associative learning." Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins