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Buying with confidence: Preference t...

Liu, Wei Wendy.

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Buying with confidence: Preference testing effects in the consumer's decision to purchase.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Buying with confidence: Preference testing effects in the consumer's decision to purchase./
作者:	Liu, Wei Wendy.
面頁冊數:	101 p.
附註:	Source: Dissertation Abstracts International, Volume: 67-05, Section: A, page: 1823.
Contained By:	Dissertation Abstracts International67-05A.
標題:	Business Administration, Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3219324
ISBN:	9780542707599

Buying with confidence: Preference testing effects in the consumer's decision to purchase.
Liu, Wei Wendy.

Buying with confidence: Preference testing effects in the consumer's decision to purchase. - 101 p.

Source: Dissertation Abstracts International, Volume: 67-05, Section: A, page: 1823.

Thesis (Ph.D.)--Stanford University, 2006.

This research examines the consumer's decision to make a purchase. I argue that one reason why consumers choose not to purchase is due to a lack of confidence in their subjective liking of the purchase candidate. I propose a metacognitive process I call preference testing as one mechanism by which consumers gain confidence to purchase. Specifically, when deciding whether to purchase a particular product or service, people consider their subjective preferences between this option and competing alternatives and the metacognition of these preferences serves as tests for their liking of the focal option. Seeing their subjective preference for the focal option over competing alternatives generates confidence in their liking of the option and increases the inclination to purchase it. I further propose that in preference testing, people are sensitive to the strength, number, and explicitness properties of tests, such that strong, multiple, and explicit tests have a greater impact on purchase than weak, few, and implicit tests.

ISBN: 9780542707599Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Buying with confidence: Preference testing effects in the consumer's decision to purchase.
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520 $a This research examines the consumer's decision to make a purchase. I argue that one reason why consumers choose not to purchase is due to a lack of confidence in their subjective liking of the purchase candidate. I propose a metacognitive process I call preference testing as one mechanism by which consumers gain confidence to purchase. Specifically, when deciding whether to purchase a particular product or service, people consider their subjective preferences between this option and competing alternatives and the metacognition of these preferences serves as tests for their liking of the focal option. Seeing their subjective preference for the focal option over competing alternatives generates confidence in their liking of the option and increases the inclination to purchase it. I further propose that in preference testing, people are sensitive to the strength, number, and explicitness properties of tests, such that strong, multiple, and explicit tests have a greater impact on purchase than weak, few, and implicit tests.
520 $a In a series of eight studies, I show that characteristics of the purchase choice set and evaluation procedure can have systematic influences on purchase likelihood due to the process of preference testing. In particular, I find that in purchases requiring subjective judgments of liking, consumers are more likely to purchase (1) when subjective preferences regarding the focal option are considered rather than not considered (the preference testing effect); (2) when the subjectively preferred option has a relatively small, rather than large objective advantage over the less preferred option (the magnitude of objective advantage effect); (3) when the overall subjective preference for the focal option is moderate rather than large (the magnitude of subjective preference effect); (4) when options are compared under a tournament procedure rather than simultaneously (the tournament effect); and (5) when options are ranked rather than rated (the ranking effect). This research contributes to the understanding of consumer decision making, and has important managerial implications.
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