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?

Related Articles


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 October 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 October 24, 2014).

Share This



More Mind & Brain News

Friday, October 24, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Academic Scandal Shocks UNC

Academic Scandal Shocks UNC

AP (Oct. 23, 2014) A scandal involving bogus classes and inflated grades at the University of North Carolina was bigger than previously reported, a new investigation found. (Oct. 23) Video provided by AP
Powered by NewsLook.com
Working Mother Getaway: Beaches Turks & Caicos

Working Mother Getaway: Beaches Turks & Caicos

Working Mother (Oct. 22, 2014) Feast your eyes on this gorgeous family-friendly resort. Video provided by Working Mother
Powered by NewsLook.com
What Your Favorite Color Says About You

What Your Favorite Color Says About You

Buzz60 (Oct. 22, 2014) We all have one color we love to wear, and believe it or not, your color preference may reveal some of your character traits. In celebration of National Color Day, Krystin Goodwin (@kyrstingoodwin) highlights what your favorite colors may say about you. Video provided by Buzz60
Powered by NewsLook.com
First-Of-Its-Kind Treatment Gives Man Ability To Walk Again

First-Of-Its-Kind Treatment Gives Man Ability To Walk Again

Newsy (Oct. 21, 2014) A medical team has for the first time given a man the ability to walk again after transplanting cells from his brain onto his severed spinal cord. 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:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

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