Downsizing and Supersizing: How Changes in Product Attributes Influence Consumer Preferences

    Authors

    A. Jami;H. Mishra

    Comments

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    Abbreviated Journal Title

    J. Behav. Decis. Mak.

    Keywords

    attribute change; dual systems of processing; supersizing; downsizing; preference modification; PRICE; JUDGMENT; SIZE; PERCEPTIONS; INFORMATION; DIMENSIONS; QUALITY; VOLUME; EYE; Psychology, Applied

    Abstract

    This paper investigates how changing the value of one attribute while keeping other attributes constant influences consumers' judgments and behaviors. We find that in two options, a proportionally equal change in one attribute tilts people's preference toward the option with higher (or lower) absolute magnitude of change when the change is desirable (or undesirable). We propose that when individuals face an attribute change, they use a deliberative and effortful response, known as System 2, to detect the change. However, they rely less on this system to evaluate the changed options. Instead, a more automatic System 1 processing influences their decision by making them apply the bigger-is-better heuristic (bigger-is-worse for an undesirable change) to prefer the option with the highest (lowest) absolute magnitude of change. Six studies demonstrate this phenomenon in both lab and real settings and support our hypothesis. Copyright (c) 2013 John Wiley & Sons, Ltd.

    Journal Title

    Journal of Behavioral Decision Making

    Volume

    27

    Issue/Number

    4

    Publication Date

    1-1-2014

    Document Type

    Article

    Language

    English

    First Page

    301

    Last Page

    315

    WOS Identifier

    WOS:000342981200002

    ISSN

    0894-3257

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