I like what I know: Is recognition a non-compensatory determiner of consumer choice?
Journal Title: Judgment and Decision Making - Year 2010, Vol 5, Issue 4
Abstract
What is the role of recognition in consumer choice? The recognition heuristic (RH) proposes that in situations where recognition is correlated with a decision criterion, recognized objects will be chosen more often than unrecognized ones, regardless of any other relevant information available about the recognized object. Past research has investigated this non-compensatory decision heuristic in inference. Here we report two experiments on preference using a naturalistic consumer choice task. Results revealed that, although recognition was a powerful driver of preferences, it was used in a compensatory rather than a non-compensatory way. Specifically, additional information learned about recognized brand objects significantly affected choices. It appears that recognition is processed in a compensatory manner and combined with other attributes in preferential choice.
Authors and Affiliations
Onvara Oeusoonthornwattana and David R. Shanks
Keywords
Related Articles
- EP ID EP677747
- DOI -
- Views 126
- Downloads 0
The opportunity-threat theory of decision-making under risk
A new theory of decision-making under risk, the Opportunity-Threat Theory is proposed. Analysis of risk into opportunity and threat components allows description of behavior as a combination of opportunity seeking and th...
Partner selection supported by opaque reputation promotes cooperative behavior
Reputation plays a major role in human societies, and it has been proposed as an explanation for the evolution of cooperation. While the majority of previous studies equates reputation with a transparent and complete his...
The link between intuitive thinking and social conservatism is stronger in WEIRD societies
While previous studies reveal mixed findings on the relationship between analytic cognitive style (ACS) and right-wing (conservative) political orientation, the correlation is generally negative. However, most of these s...
Leftmost-digit-bias in an enumerated public sector? An experiment on citizens’ judgment of performance information
Numerical performance information is increasingly important to political decision-making in the public sector. Some have suggested that biases in citizens’ processing of numerical information can be exploited by politici...
Terrorism, dread risk and bicycle accidents
Following the airplane attacks of September 11th, 2001 it is claimed that many Americans, dreading a repeat of these events, drove instead of flying, and that, consequently, there were extra car accidents, increasing the...