Processing Product Unique Features : Alignability and Involvement in Preference Construction

  title={Processing Product Unique Features : Alignability and Involvement in Preference Construction},
  author={Shi Yu Zhang},
Consumers often form preferences based on the presented attributes of choice options. Previous research has suggested that consumers tend to form their preferences using the attributes that are related to common aspects between the options (i.e., alignable differences) and ignore attributes that are unique to individual options (i.e., nonalignable differences). We combine cognitive psychology and motivation research from social psychology and propose that consumers’ preference formation can be… CONTINUE READING

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