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Variance effects as preference reversals in choice versus rejection

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dc.contributor.authorGreenacre, L.
dc.contributor.conferenceAustralian and New Zealand Marketing Academy Conference (29 May 2012 : Perth, Australia)
dc.date.issued2012
dc.description.abstractThe ability for decision framing to produce seeming preference reversals during decision tasks is an important finding in the decision making literature. However, previous studies examining this issue have not readily addressed whether framing a decision as a choice or a rejection influences the mean preference and/or variability in preference. Using a choice modelling framework, this paper considers this issue in a sequence of four studies. It demonstrates that framing a decision as a choice or a rejection influences both mean utility and the variability in utility (a measure of preference) in a systematic manner, and it uncovers the mechanisms that drive this phenomenon. The implications for both how we understand consumer decisions and common methods for modelling consumer choice are discussed.
dc.identifier.citationAustralian and New Zealand Marketing Academy Conference proceedings, 2012, pp.1-7
dc.identifier.urihttps://hdl.handle.net/1959.8/160761
dc.language.isoen
dc.publisherANZMAC
dc.publisher.placeAustralia
dc.rightsCopyright 2012 ANZMAC
dc.source.urihttp://nla.gov.au/nla.arc-25410
dc.subjectchoice
dc.subjectrejection
dc.subjectconsumer
dc.subjectchoice experiment
dc.subjectvariance
dc.titleVariance effects as preference reversals in choice versus rejection
dc.typeConference paper
pubs.publication-statusPublished
ror.fileinfo12151808110001831 13151808100001831 121ANZMACFINAL(1).pdf
ror.mmsid9915909611201831

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