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

Mary Frances Luce, Jianmin Jia, Gregory W. Fischer

Journal of Consumer Research · 2003 · Volume 30 · Issue 3

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.

Keywords

Behavioral Decision Theory, Judgment and Decision Making, Psychometrics Issues

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