Year: 2009
Type: article
Abstract: This article examines the impact of private self-awareness on consumer decision making. In four studies, the authors show that the ease of preference formation accompanying private self-awareness makes people more willing and able to rely on their personal preference weights. As the authors predict, privately self-aware consumers are less inclined to opt for a varied choice set (Study 1) and are less likely to select compromise options (Studies 2 and 3), unless they find that it is too difficult to construct their personal preferences (Study 4).
Source: Journal of Marketing Research
Institutions: Maastricht University, KU Leuven
Language: English
Subfield: General Decision Sciences
Field: Decision Sciences
Domain: Social Sciences
Open Access status: green
Funders: KU Leuven, Vlaamse regering
OpenAlex ID: W2175841895