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Consumer's Preference Learning from Experience

Abstract

Participants were asked to estimate their preferences for intact objects (i.e., neckties) without experiencing the intact objects, using information about decomposed components of the objects (i.e., pattern, background color, and foreground color). It was examined whether subjects' estimation became better with immediate feedback over multiple trials. Because the task was about one's own preferences, 'experiential feedback' was introduced., which was to have direct experience of the intact objects immediately after estimation. With experiential feedback participants became better at estimation by learning which components were relevant and how components (individually or in combination) determined their preferences, and what the intact neckties looked like either by memory or visualization. Participants' estimation and criterion judgment also became more consistent with experience.

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Submission Date
1999-11-16
Revised Date
Accepted Date

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