search query: @author Kardes, F. R. / total: 4
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| Author: | Muthukrishnan, A. V. Kardes, F. R. |
| Title: | Persistent Preferences for Product Attributes: Effects of the Initial Choice Context and Uninformative Experience |
| Journal: | Journal of Consumer Research
2001 : JUN, VOL. 28:1, p. 89-104 |
| Index terms: | PRODUCT ATTRIBUTES PRODUCTS CONSUMER RESEARCH |
| Language: | eng |
| Abstract: | This research investigates the conditions under which persistent preferences for product attributes occur and the processes that lead to these effects. The authors' theoretical framework suggests that ambiguity in the context in which the initial choices are made determines the level of certainty in the initial preference. Certainty in the initial preference combines with uninformative additional experience to create a shift in the relevance of the attributes and biased information gathering in subsequent choices. These tendencies in turn lead to persistent preferences for the attributes of a previously chosen brand. In experiments 1 A, 1 B, and 1 C, the authors varied the levels of ambiguity in the initial choice context and additional experience with a chosen brand and studied their effect on preference persistence. |
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