I like what I know: Is recognition a non-compensatory determiner of consumer choice?
What is the role of recognition in consumer choice? The recognition heuristic (RH) proposes that in situations where recognition is correlated with a decision criterion, recognized objects will be chosen more often than unrecognized ones, regardless of any other relevant information available about...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
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Cambridge University Press
2010-07-01
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| Series: | Judgment and Decision Making |
| Subjects: | |
| Online Access: | https://www.cambridge.org/core/product/identifier/S1930297500003545/type/journal_article |
| _version_ | 1827831599162458112 |
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| author | Onvara Oeusoonthornwattana David R. Shanks Julian N. Marewski Rüdiger F. Pohl Oliver Vitouch |
| author_facet | Onvara Oeusoonthornwattana David R. Shanks Julian N. Marewski Rüdiger F. Pohl Oliver Vitouch |
| author_sort | Onvara Oeusoonthornwattana |
| collection | DOAJ |
| description | What is the role of recognition in consumer choice? The recognition heuristic (RH) proposes that in situations where recognition is correlated with a decision criterion, recognized objects will be chosen more often than unrecognized ones, regardless of any other relevant information available about the recognized object. Past research has investigated this non-compensatory decision heuristic in inference. Here we report two experiments on preference using a naturalistic consumer choice task. Results revealed that, although recognition was a powerful driver of preferences, it was used in a compensatory rather than a non-compensatory way. Specifically, additional information learned about recognized brand objects significantly affected choices. It appears that recognition is processed in a compensatory manner and combined with other attributes in preferential choice. |
| first_indexed | 2024-03-12T04:52:51Z |
| format | Article |
| id | doaj.art-60d675f70c6042c9b901af330917b18f |
| institution | Directory Open Access Journal |
| issn | 1930-2975 |
| language | English |
| last_indexed | 2024-03-12T04:52:51Z |
| publishDate | 2010-07-01 |
| publisher | Cambridge University Press |
| record_format | Article |
| series | Judgment and Decision Making |
| spelling | doaj.art-60d675f70c6042c9b901af330917b18f2023-09-03T09:20:21ZengCambridge University PressJudgment and Decision Making1930-29752010-07-01531032510.1017/S1930297500003545I like what I know: Is recognition a non-compensatory determiner of consumer choice?Onvara Oeusoonthornwattana0David R. Shanks1Julian N. MarewskiRüdiger F. PohlOliver VitouchUniversity College LondonUniversity College LondonWhat is the role of recognition in consumer choice? The recognition heuristic (RH) proposes that in situations where recognition is correlated with a decision criterion, recognized objects will be chosen more often than unrecognized ones, regardless of any other relevant information available about the recognized object. Past research has investigated this non-compensatory decision heuristic in inference. Here we report two experiments on preference using a naturalistic consumer choice task. Results revealed that, although recognition was a powerful driver of preferences, it was used in a compensatory rather than a non-compensatory way. Specifically, additional information learned about recognized brand objects significantly affected choices. It appears that recognition is processed in a compensatory manner and combined with other attributes in preferential choice.https://www.cambridge.org/core/product/identifier/S1930297500003545/type/journal_articlebrandconsumer choiceheuristicpreferencerecognition |
| spellingShingle | Onvara Oeusoonthornwattana David R. Shanks Julian N. Marewski Rüdiger F. Pohl Oliver Vitouch I like what I know: Is recognition a non-compensatory determiner of consumer choice? Judgment and Decision Making brand consumer choice heuristic preference recognition |
| title | I like what I know: Is recognition a non-compensatory determiner of consumer choice? |
| title_full | I like what I know: Is recognition a non-compensatory determiner of consumer choice? |
| title_fullStr | I like what I know: Is recognition a non-compensatory determiner of consumer choice? |
| title_full_unstemmed | I like what I know: Is recognition a non-compensatory determiner of consumer choice? |
| title_short | I like what I know: Is recognition a non-compensatory determiner of consumer choice? |
| title_sort | i like what i know is recognition a non compensatory determiner of consumer choice |
| topic | brand consumer choice heuristic preference recognition |
| url | https://www.cambridge.org/core/product/identifier/S1930297500003545/type/journal_article |
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