Liking Goes with Liking: An Intuitive Congruence between Preference and Prominence
62 Pages Posted: 17 May 2015 Last revised: 25 Apr 2018
Date Written: June 24, 2017
In a series of eight experiments, we demonstrate the existence of a ‘labelling effect’ wherein people intuitively relate preferred choices to prominently labeled cues (such as Heads as opposed to Tails in a coin toss) and vice versa. Importantly, the observed congruence is asymmetric – it does not manifest for non-prominent cues and non-preferred choices. This is because the congruence is driven by a process of evaluative matching: prominent cues are liked, but non-prominent cues are neutral or at most slightly negative in contrast. When we test prominent, yet truly negatively labeled cues, we indeed find a matching with less liked products. We discuss the theoretical contributions to the study of preferences and decision making, as well as demonstrate the practical implications to researchers and practitioners by using this process to assess intuitive preferences and reduce the compromise effect.
Keywords: Preferences, Prominence, Evaluative Matching
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