Consumer's Preference Learning from Experience

Ahn, Sowon; 안서원

ISSN : 1229-0696

Article Contents

Prev Next

e-Submission

Vol.12 No.2

Citation
Share

Consumer's Preference Learning from Experience

Sowon Ahn (Center for Cognitive Science, Yonsei University)

Korean Jounal of Industrial Organizational Psychology / Korean Jounal of Industrial Organizational Psychology, (P)1229-0696; (E)2671-4345

1999, v.12 no.2, pp.79-90

Ahn, S. (1999). Consumer's Preference Learning from Experience. Korean Jounal of Industrial Organizational Psychology, 12(2), 79-90.

copy

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.

keywords

Submission Date: 1999-11-16

Revised Date

Accepted Date

바로가기메뉴

Article Contents

Vol.12 No.2

Consumer's Preference Learning from Experience

Abstract