search query: @author Payne, J. W. / total: 8
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| Author: | Coupey, E. Irwin, J. R. Payne, J. W. |
| Title: | Product category familiarity and preference construction |
| Journal: | Journal of Consumer Research
1998 : MAR, 24:4, p. 459-468 |
| Index terms: | Market research Preferences Consumer attitudes Products |
| Language: | eng |
| Abstract: | Marketers decisions on marketing strategies are often based on the results of research designed to elicit information about consumers' preferences. However, a large amount of research indicate that preferences often are labile. That is, preferences can be reversed depending on factors such as how the preference is elicited. In three studies, the effect of familiarity in two preference-elicitation tasks, choice and matching judgments are examined. Evidence of an interaction btw. familiarity and response mode (that is, choice or matching) is provided in each study. In study no. 3, the explanation that preference reversals may occur when the interaction of response mode with product-category familiarity leads to systematic changes in attribute weighting is tested. |
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