Articlegold2010

I like what I know: Is recognition a non-compensatory determiner of consumer choice?

Onvara Oeusoonthornwattana · David R. Shanks

31 citations0/0 files storedJudgment and Decision Making

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Decision-Making and Behavioral Economics Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

Abstract

Abstract What is the role of recognition in consumer choice? The recognition heuristic (RH) proposes that in situations where recognition is correlated with a decision criterion, recognized objects will be chosen more often than unrecognized ones, regardless of any other relevant information available about the recognized object. Past research has investigated this non-compensatory decision heuristic in inference. Here we report two experiments on preference using a naturalistic consumer choice task. Results revealed that, although recognition was a powerful driver of preferences, it was used in a compensatory rather than a non-compensatory way. Specifically, additional information learned about recognized brand objects significantly affected choices. It appears that recognition is processed in a compensatory manner and combined with other attributes in preferential choice.

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References

1980Feeling and thinking: Preferences need no inferences.1999Simple Heuristics That Make Us Smart 1996Reasoning the fast and frugal way: Models of bounded rationality.1989Exposure and affect: Overview and meta-analysis of research, 1968-1987.2009Homo Heuristicus: Why Biased Minds Make Better Inferences 2002Models of ecological rationality: The recognition heuristic.2001Association learning of likes and dislikes: A review of 25 years of research on human evaluative conditioning.1990Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product

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