In two experiments we showed that consumers can use the outcome of their previous choices to attach an intuitive tag to the different brands. Such a tag becomes a useful information to reduce the effort of future decisions. However, Experiment 1 showed that such a tag may induce the consumers to make choices that are inconsistent with their stated order of preference and also to make choices that are inconsistent depending on whether a brand has been chosen or not on previous occasions. Experiment 2 showed that when consumers are asked to choose between two brands characterized by the same tag (either positive or negative) the effect disappears, suggesting that the effect induced by the outcome of previous decisions can only be exploited when it is an exclusively feature of one of the products in the choice set.
How Previous Experiences of Choice and Rejection Influence Consumer Behavior / Tedeschi, Marcello; Baghi, I.; Rubaltelli, E.. - STAMPA. - 22:(2009), pp. 128-128. (Intervento presentato al convegno Subjective Probabiliy, Utility, and Decision Making tenutosi a Rovereto (trento) nel 23-27 august).
How Previous Experiences of Choice and Rejection Influence Consumer Behavior
TEDESCHI, Marcello;
2009
Abstract
In two experiments we showed that consumers can use the outcome of their previous choices to attach an intuitive tag to the different brands. Such a tag becomes a useful information to reduce the effort of future decisions. However, Experiment 1 showed that such a tag may induce the consumers to make choices that are inconsistent with their stated order of preference and also to make choices that are inconsistent depending on whether a brand has been chosen or not on previous occasions. Experiment 2 showed that when consumers are asked to choose between two brands characterized by the same tag (either positive or negative) the effect disappears, suggesting that the effect induced by the outcome of previous decisions can only be exploited when it is an exclusively feature of one of the products in the choice set.
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