Forgotten Rejections and the Rebuilding of Personal Preferences

Nelson, Leif D.; �lk�men, G�lden
January 2005
Advances in Consumer Research;2005, Vol. 32 Issue 1, p69
Academic Journal
This article summarizes several studies on consumers' preferences. In the first study the memory construction processes underlying inferential bias was investigated. While the second study analyzed the role of perspective. In the third study participants evaluated two letters from the English alphabet and reported their preference. On the other hand the fourth study examined whether the observed bias in liking judgments carry over to subsequent choices. Taken together, findings from the four studies show that the memory gap between chosen and rejected options that was previously documented for observers persist for self-choice. The possible outcomes of a decision have asymmetric influence on successive ratings such that liking for the chosen option increases in the subsequent choice occasion, whereas liking for the rejected option does not decrease.


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