search query: @author Zettelmeyer, F. / total: 4
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| Author: | Prelec, D. Wernerfelt, B. Zettelmeyer, F. |
| Title: | The Role of Inference in Context Effects: Inferring What You Want from What Is Available |
| Journal: | Journal of Consumer Research
1997 : JUN, VOL. 24:1, p. 118-125 |
| Index terms: | CONSUMER BEHAVIOUR CONSUMER CHOICE MEASUREMENT |
| Language: | eng |
| Abstract: | It has recently been suggested that a number of experimental findings of context effects in choice settings can be explained by the ability of subjects to draw choice-relevant inferences from the stimuli. We aim to measure the importance of this explanation. To do so , inferences are assessed in an experiment using the basic context-effect design, supplemented by direct measures of inferred locations of available products on the price-quality Hotelling line. We use these measures to estimate a predicted context effect due to inference alone. For our stimuli, we find that the inference effect accounts for two-thirds of the average magnitude of the context effect and for about one-half of the cross-category context-effect variance. |
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