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

Mary Frances Luce, Jianmin Jia and Gregory W Fischer

Journal of Consumer Research, 2003, vol. 30, issue 3, 464-72

Abstract: 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. Copyright 2003 by the University of Chicago.

Date: 2003
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Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:30:y:2003:i:3:p:464-72

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