Context is everything: New research uncovers key to consumer preferences

Jul 17, 2008

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.

Source: University of Chicago

Explore further: Physicist creates ice cream that changes colors as it's licked

add to favorites email to friend print save as pdf

Related Stories

Who gains most from axing the carbon tax – and at what cost?

Jul 18, 2014

When the carbon tax was introduced, there was a lot of discussion about winners and losers. The Labor government limited the number of businesses that had to pay the tax, while it also gave carbon tax relief to large carbon emitters and large energy users. There were tax ...

Recommended for you

F1000Research brings static research figures to life

Jul 30, 2014

F1000Research today published new research from Bjorn Brembs, professor of neurogenetics at the Institute of Zoology, Universitaet Regensburg, in Germany, with a proof-of-concept figure allowing readers and reviewers to run ...

How science can beat the flawed metric that rules it

Jul 30, 2014

In order to improve something, we need to be able to measure its quality. This is true in public policy, in commercial industries, and also in science. Like other fields, science has a growing need for quantitative ...

User comments : 0