The Skeptical Shopper: A Metacognitive Account for the Effects of Default Options on Choice
A default option is the choice alternative a consumer receives if he/she does not explicitly specify otherwise. In this article we argue that defaults can invoke a consumer’s "marketplace metacognition," his/her social intelligence about marketplace behavior. This metacognitive account of...
| Veröffentlicht in: | Journal of Consumer Research. - University of Chicago Press. - 31(2004), 3, Seite 529-539 |
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| Format: | Online-Aufsatz |
| Veröffentlicht: |
2004
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| Zugriff auf das übergeordnete Werk: | Journal of Consumer Research |
| Schlagworte: | Behavioral Decision Theory Choice (Brand or Product Level) Judgment and Decision Making Situation/Context Issues Preferences Behavioral sciences Economics Applied sciences Mathematics Business |
| Zusammenfassung: | A default option is the choice alternative a consumer receives if he/she does not explicitly specify otherwise. In this article we argue that defaults can invoke a consumer’s "marketplace metacognition," his/her social intelligence about marketplace behavior. This metacognitive account of defaults leads to different predictions than accounts based on cognitive limitations or endowment: in particular, it predicts the possibility of negative or "backfire" default effects. In two experiments, we demonstrate that the size and direction of the default effect depend on whether this social intelligence is invoked and how it changes the interpretation of the default. |
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| Beschreibung: | * Christina L. Brown is assistant professor of marketing ( clbrownumich.edu ) and Aradhna Krishna is Isador and Leon Winkelman Professor of Retail Marketing ( aradhna@umich.edu ) at the Stephen M. Ross School of Business at the University of Michigan, Ann Arbor, MI 48104‐1234. The authors thank the editor, associate editor, reviewers, Meg Campbell, Fred Feinberg, Carl Mela, Joe Urbany, and Carolyn Yoon for their helpful input. In addition, the authors thank participants in seminars at the University of Michigan Decision Consortium, Duke University, and the University of Chicago. Finally, the authors would like to thank Mary Wagner for her help in coding study 1. You are purchasing a computer system online. There are two options for monitors: 15 inch or 19 inch. The standard system comes with 15 inch (the less expensive option), but if you want, you can switch to the 19‐inch monitor (for more money). You are purchasing a computer system online. There are two options for monitors: 15 inch or 19 inch. The standard system comes with 19 inch (the more expensive option), but if you want, you can save money by switching to the 15‐inch monitor. What is the marketer up to? Why do you think the marketer did what he did? Does your answer affect which computer you buy? |
| ISSN: | 15375277 |
| DOI: | 10.1086/425087 |