סמינר בשיווק

Coby Morvinski, IDC

Abstract:

I plan to present two projects related to individual’s preference elicitation. The first project demonstrates an asymmetric congruence effect between preference and prominence: People intuitively relate high evaluative judgments to prominent labels but this effect is not symmetric, it does not manifest for non-prominent cues and non-preferred choices. We suggest a fluency-based congruity explanation between two positively judged ends which we term ‘Liking Goes with Liking’. In the second project we use a series of lab experiments, involving consequential decisions, to demonstrate that the mere act of stating one’s preference in writing may bias subsequent behavior and the preferences that behavior reveals. When given the choice to freely take own wage for a task subjects had just performed, individuals who stated their desired compensation, took a different compensation than those who had not done so. We challenge two contradicting predictions about the direction of the effect and find that consistency with previous judgments, and not greed, plays a central role in biasing observed preference.