Footnote:
In: Simonson, Itamar, Aner Sela, and Sanjay Sood (2017), “Preference-Construction Habits: The Case of Extremeness Avoidance,” Journal of the Association for Consumer Research, 2 (4), 322-332
Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments May 7, 2017 erstellt
Description:
We propose that choice constructions strategies often meet the criteria for “habits.” As an example of a constructed preference habit, we focus on extremeness aversion, or the tendency to prefer a middle or “compromise” option versus an “extreme” option from a given options set. We present evidence that some consumers appear to have a habitual tendency to avoid extreme options that is: 1) partly heritable; 2) formed in childhood; and 3) moderated by age and personality traits such as preference for moderation. We discuss the implications of the notion of preference-construction habits and future research directions