The Supremacy of Subjective Evaluations As Indicators of Inherent Preferences

Christopher Hsee, University of Chicago, USA
Adelle Yang, University of Chicago, USA
Prior research suggests that inherent preferences are most likely to be revealed through experience. This project contrasts alternative predictors of experience. When choosing between products (e.g., different digital photo frames), consumers are typically given objective specifications (e.g., pixel counts) for comparison, yet such information may often not be aligned with consumers’ inherent preference. The present research shows that consumers can make decisions that better match their inherent consumption preference if (a) they are told about other consumers’ subjective experiences than about objective specifications, and (b) other consumers’ subjective experiences are elicited in single (non-comparative) evaluation mode than in joint (comparative) evaluation mode.
[ to cite ]:
Christopher Hsee and Adelle Yang (2010) ,"The Supremacy of Subjective Evaluations As Indicators of Inherent Preferences", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 232-234 .