Attribute–Task Compatibility as a Determinant of Consumer Preference Reversals

偏爱 任务(项目管理) 相容性(地球化学) 计量经济学 心理学 计算机科学 认知心理学 经济 微观经济学 地球化学 地质学 管理
作者
Stephen M. Nowlis,Itamar Simonson
出处
期刊:Journal of Marketing Research [SAGE Publishing]
卷期号:34 (2): 205-218 被引量:101
标识
DOI:10.1177/002224379703400202
摘要

The authors propose that consumers’ preferences are systematically affected by whether they make direct comparisons between brands (e.g., a choice task) or evaluate brands individually (e.g., purchase likelihood ratings). In particular, “comparable” attributes, which produce precise and easy-to-compute comparisons (e.g., price), tend to be relatively more important in comparison-based tasks. Conversely, “enriched” attributes (e.g., brand name), which are more difficult to compare but are often more meaningful and informative when evaluated on their own, tend to receive relatively greater weight when preferences are formed on the basis of separate evaluations of individual options. Consistent with this analysis, systematic preference reversals were observed in a series of studies, which tested the proposed explanation on the basis of attribute-task compatibility, demonstrated that the findings generalize across preference elicitation tasks and attributes that have the characteristics prescribed by their theory, and examined rival accounts. The authors discuss the theoretical implications of this research and explore its consequences for the measurement of buyers’ preferences and for marketers’ pricing, merchandising, distribution, and communications strategies.
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