Inherent Rule Variability in Consumer Choice: Changing Rules for Change's Sake

Journal of Consumer Research · 2002 · Volume 29 · Issue 3

Abstract

The present research demonstrates that consumers tend to vary their use of decision rules independent of option and set characteristics. In five experiments, increased choice of a particular option (e.g., lower price, brand name, or compromise option) was associated with relatively decreased choice of that same (generic) option on occasions that followed. Results indicate that this inherent rule variability is not an effect of background contrast but instead relates to consumers' favorable valuation of decision change itself. This research implies that the idea of contingent decision making applies not only to decision outcomes but also to decision processes.

Keywords

Behavioral Decision Theory, Choice (Brand or Product Level), Judgment and Decision Marking, Experimental Design and Analysis (ANOVA)

Enable JavaScript for citation tools and additional paper interactions.