Inherent, constructed, revealed preferences: Guidelines for marketers
Journal title MERCATI E COMPETITIVITÀ
Author/s Gabriele Paolacci
Publishing Year 2011 Issue 2011/3
Language English Pages 20 P. 147-166 File size 892 KB
DOI 10.3280/MC2011-003009
DOI is like a bar code for intellectual property: to have more infomation
click here
Below, you can see the article first page
If you want to buy this article in PDF format, you can do it, following the instructions to buy download credits
FrancoAngeli is member of Publishers International Linking Association, Inc (PILA), a not-for-profit association which run the CrossRef service enabling links to and from online scholarly content.
A theory of preferences was recently proposed on how consumers’ choices depend on both stable “inherent” likings and sensitivity to framing, task, and context effects (Simonson, 2008). Managers can employ this approach to overcome the contradictions exhibited so far in their treatment of preferences, and ultimately improve the outcome of the marketing process. The article proposes some practical methods to discover chronic dispositions and preference constructability, and suggests how to strategize over the inherent and the constructed components of consumer preferences.
Keywords: Consumer preferences, behavioral decision theory, decision-making, framing effects, task effects, context effects
Gabriele Paolacci, Inherent, constructed, revealed preferences: Guidelines for marketers in "MERCATI E COMPETITIVITÀ" 3/2011, pp 147-166, DOI: 10.3280/MC2011-003009