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Specification Seeking: How Product Specifications Influence Consumer Preference

Specification Seeking: How Product Specifications Influence Consumer Preference

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Published by AbnerRavenwood
JOURNAL OF CONSUMER RESEARCH

Christopher K. Hsee
Yang Yang
Yangjie Gu
Jie Chen

We offer a framework about when and how specifications (e.g., megapixels of a camera and number of air bags in a massage chair) influence consumer preferences and report five studies that test the framework. Studies 1–3 show that even when consumers can directly experience the relevant products and the specifications carry little or no new information, their preference is still influenced by specifications, including specifications that are self-generated and by definition spurious and specifications that the respondents themselves deem uninformative. Studies 4 and 5 show that relative to choice, hedonic preference (liking) is more stable and less influenced by specifications.
JOURNAL OF CONSUMER RESEARCH

Christopher K. Hsee
Yang Yang
Yangjie Gu
Jie Chen

We offer a framework about when and how specifications (e.g., megapixels of a camera and number of air bags in a massage chair) influence consumer preferences and report five studies that test the framework. Studies 1–3 show that even when consumers can directly experience the relevant products and the specifications carry little or no new information, their preference is still influenced by specifications, including specifications that are self-generated and by definition spurious and specifications that the respondents themselves deem uninformative. Studies 4 and 5 show that relative to choice, hedonic preference (liking) is more stable and less influenced by specifications.

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Published by: AbnerRavenwood on Oct 24, 2008
Copyright:Attribution Non-commercial

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01/16/2013

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