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    Improving preference assessment: limiting the effect of context through pre-exposure to attribute levels

    Cover for Improving preference assessment: limiting the effect of context through pre-exposure to attribute levels
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    View/Open: Improving_Preference_Assessment.pdf (1.3MB) Bookview

    Creator
    Carlson, Kurt A.
    Bond, Samuel D.
    Abstract
    This paper introduces a technique for improving preference assessment by reducing the influence of context on preferential choices. We propose that a decision maker who is exposed to relevant attribute levels will form spontaneous valuations, which will then insulate the decision maker from the effects of context during subsequent preference assessment. Results from three studies supported this hypothesis. Pre-exposure to product attribute levels undermined the impact of attribute priming, decision framing, and asymmetric dominance on preferential choices. A fourth study demonstrated that similar results can be obtained by allowing decision makers to pregenerate lists of attribute levels on their own.
    Permanent Link
    http://hdl.handle.net/10822/707944
    External Link
    Full Text from Publisher
    Date Published
    2006
    Subject
    Preference assessment; Context; Exposure to attribute level; Biases; Context effects (Psychology); Consumers' preferences; Preferences (Philosophy);
    Type
    text
    Publisher
    Informs
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    • Faculty Scholarship - McDonough School of Business
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      Real decision makers exhibit significant shortcomings in the generation of objectives for decisions that they face. Prior research has illustrated the magnitude of this shortcoming but not its causes. In this paper, we ...
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    Georgetown University Seal
    ©2009 - 2023 Georgetown University Library
    37th & O Streets NW
    Washington DC 20057-1174
    202.687.7385
    digitalscholarship@georgetown.edu
    Accessibility