The Synthesis of Preference: Bridging Behavioral Decision Research and Marketing Science

Journal of Consumer Psychology, 18 (2008) 179–186

8 Pages Posted: 30 Jan 2014

See all articles by Ran Kivetz

Ran Kivetz

Columbia Business School - Marketing

Oded Netzer

Columbia Business School - Marketing

Rom Y. Schrift

University of Pennsylvania - The Wharton School

Date Written: July 2, 2008

Abstract

Scientific inquiry often advances in triadic waves of thesis, antithesis, and synthesis. We concur with Simonson [Simonson, I., (2008). Will I Like a "Medium" Pillow: Another Look at Constructed and Inherent Preferences. Journal of Consumer Psychology, this issue.] that BDT's antithesis of preference construction, positioned against the normative utility thesis, may have swung the pendulum too far. Contrary to BDT's focus on constructed preference, inherent preferences — or what may be considered dispositions — are ubiquitous and critical determinants of choice. Thus, a synthesis in decision research is proposed, one in which researchers better bridge inherent and constructed preferences, or more broadly, marketing science and BDT. Such a synthesis, although uncertain and difficult, has the potential to explain the origins of inherent preferences, their slow evolution over time, and their interaction with constructed preferences. In this commentary, we discuss the synthesis between constructed and inherent preferences and how such a synthesis could be conceptualized and modeled. We conclude by suggesting some ways in which behavioral economics might evolve.

Suggested Citation

Kivetz, Ran and Netzer, Oded and Schrift, Rom Y., The Synthesis of Preference: Bridging Behavioral Decision Research and Marketing Science (July 2, 2008). Journal of Consumer Psychology, 18 (2008) 179–186. Available at SSRN: https://ssrn.com/abstract=1934936 or http://dx.doi.org/10.2139/ssrn.1934936

Ran Kivetz

Columbia Business School - Marketing ( email )

New York, NY 10027
United States

Oded Netzer

Columbia Business School - Marketing ( email )

New York, NY 10027
United States

Rom Y. Schrift (Contact Author)

University of Pennsylvania - The Wharton School ( email )

700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States

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