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Inherent, constructed, revealed preferences: Guidelines for marketers
Journal Title: MERCATI E COMPETITIVITÀ 
Author/s: Gabriele Paolacci 
Year:  2011 Issue: Language: English 
Pages:  20 Pg. 147-166 FullText PDF:  892 KB
DOI:  10.3280/MC2011-003009
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A theory of preferences was recently proposed on how consumers’ choices depend on both stable “inherent” likings and sensitivity to framing, task, and context effects (Simonson, 2008). Managers can employ this approach to overcome the contradictions exhibited so far in their treatment of preferences, and ultimately improve the outcome of the marketing process. The article proposes some practical methods to discover chronic dispositions and preference constructability, and suggests how to strategize over the inherent and the constructed components of consumer preferences.
Keywords: Consumer preferences, behavioral decision theory, decision-making, framing effects, task effects, context effects

Gabriele Paolacci, in "MERCATI E COMPETITIVITÀ" 3/2011, pp. 147-166, DOI:10.3280/MC2011-003009

   

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