Choice set induced conflict, deliberation, and persistent preference

A. Muthukrishnan () and Robin Chark

Marketing Letters, 2015, vol. 26, issue 4, 437-448

Abstract: This research examines the roles of both approach–avoidance and approach–approach conflicts in the relationship between the degree of deliberation and persistence of preference for the chosen option. In three experiments, we reverse the negative effect of deliberation on persistence reported by Nordgren and Dijksterhuis ( 2009 ). In study 1A, we conceptually replicate Nordgren and Dijksterhuis’s results in a choice context with simultaneous presentation of options. In study 1B, we reversed this effect by making minor alterations to the choice set. When the choice set contains a brand with advantage on an irrelevant attribute with conflict caused by the more important attributes remains unchanged, deliberation leads to greater preference stability. In study 2, we obtain process evidence for a reduction in conflict and dominance structuring caused by discrimination in terms of an irrelevant attribute. In study 3, we found that when choice set induces conflict between two attractive options, deliberation causes persistent preference. In study 4, we vary perceived conflict without varying the choice set and replicate the effects obtained in experiments 1A and 1B. Thus, our studies provide evidence for the roles of approach–avoidance and approach–approach conflicts (Coombs and Avrunin 1988 ) in the deliberation–persistence relationship. Copyright Springer Science+Business Media New York 2015

Keywords: Preference persistence; Approach–avoidance conflict; Approach–approach conflict; Deliberation (search for similar items in EconPapers)
Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1007/s11002-013-9277-7 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:kap:mktlet:v:26:y:2015:i:4:p:437-448

Ordering information: This journal article can be ordered from
http://www.springer. ... etailsPage=societies

DOI: 10.1007/s11002-013-9277-7

Access Statistics for this article

Marketing Letters is currently edited by Joel Steckel and Peter Golder

More articles in Marketing Letters from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().