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| Author: | Gibbs, B. J. |
| Title: | Predisposing the Decision Maker Versus Framing the Decision: A Consumer-Manipulation Approach to Dynamic Preference |
| Journal: | Marketing Letters
1997 : JAN, Vol. 8:1, p. 71-83 |
| Index terms: | CONSUMER BEHAVIOUR CONSUMPTION DECISION MAKING |
| Language: | eng |
| Abstract: | The dominant approach to the study of dynamic preference is to generate preference change by manipulating aspects of decision-problem presentation. The predisposing approach instead manipulates the decision maker's mental state while holding problem presentation constant. Three illustrative studies are outlined here. The first modified preferences for ambitious consumption by manipulating subjects' consumption energy. The second modified preferences for immediate consumption by manipulating subjects' hedonic resources. The third modified preferences for consumption itself by manipulating subjects' desire proneness. Whereas framing is thought to affect perception, predisposing apparently can affect tastes and so involves a special kind of preference dynamism. |
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