How Much Do You Like It? Within‐Alternative Conflict and Subjective Confidence in Consumer Judgments

How Much Do You Like It? Within‐Alternative Conflict and Subjective Confidence in Consumer Judgments

We seek to reinforce the importance of the notion of within‐alternative conflict for consumer research. We replicate our own earlier findings that conflict associated with integrating an alternative’s pros and cons influences responses to a judgment task. In the earlier work, we focused on test‐rete...

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Veröffentlicht in:Journal of Consumer Research. - University of Chicago Press. - 30(2003), 3, Seite 464-472
1. Verfasser: Luce, Mary Frances (VerfasserIn)
Weitere Verfasser: Jia, Jianmin, Fischer, Gregory W.
Format: Online-Aufsatz
Veröffentlicht: 2003
Zugriff auf das übergeordnete Werk:Journal of Consumer Research
Schlagworte:Behavioral Decision Theory Judgment and Decision Making Psychometrics Issues Mathematics Business Applied sciences Philosophy Behavioral sciences Mary Frances
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500 |a * Mary Frances Luce is associate professor of marketing at the Wharton School, University of Pennsylvania, Philadelphia, PA 19104 (e‐mail: lucewharton.upenn.edu ). Jianmin Jia is professor of marketing at the Faculty of Business Administration, Chinese University of Hong Kong, CUHK, Shatin, NT, Hong Kong (e‐mail: jjia@cuhk.edu.hk ). Gregory W. Fischer is professor of management at the Fuqua School of Business, Duke University, Durham, NC 27708 (e‐mail: Gregory.Fischer@Duke.edu ). This work was supported by the Research Grants Council of Hong Kong (CUHK 4013/00H) and a Wharton‐SMU research center grant from Singapore Management University. The authors thank participants at Singapore Management University for very helpful comments during a research seminar. 
520 |a We seek to reinforce the importance of the notion of within‐alternative conflict for consumer research. We replicate our own earlier findings that conflict associated with integrating an alternative’s pros and cons influences responses to a judgment task. In the earlier work, we focused on test‐retest reliability in judgment; here we extend the work by developing a measure of explicit preference uncertainty using subjective confidence intervals placed around evaluative judgments in consumer purchase contexts. We also extend the prior work by demonstrating an effect of within‐alternative conflict on preferences expressed through evaluative ratings. 
540 |a © 2003 by JOURNAL OF CONSUMER RESEARCH, Inc. 
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