Goal-based Construction of Preferences : Task Goals and the Prominence Effect

@inproceedings{Fischer1999GoalbasedCO,
  title={Goal-based Construction of Preferences : Task Goals and the Prominence Effect},
  author={G. W. Fischer and Ziv Carmon and Dan Ariely and Gal Zauberman},
  year={1999}
}
Preferences inferred from choice are more likely to favor the alternative that is superior with respect to the prominent (most important or salient) attribute than are preferences inferred from matching (direct tradeoff) judgments. This prominence effect violates standard models of rational choice and complicates the task of measuring preferences. In this article, we propose a new task-goal hypothesis regarding the prominence effect: The prominent attribute receives more weight in tasks whose… CONTINUE READING
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