Consumer multiattribute judgments under attribute-weight uncertainty

Article Abstract:

This article examines how multiattribute impressions are formed in riskless choice and judgment when there is uncertainty or ambiguity associated with attribute-importance weights. Building on previous results in the modeling of ambiguity in probabilities, a mathematical theory of multiattribute judgments under weight uncertainty is developed. The theory incorporates framing effects for ambiguous weights in multiattribute judgments, similar to the gain-loss framing effects found in studies of preferences for lotteries.Specifically, it is shown that the importance of an attribute depends on whether it is seen as enhancing or preserving an expected level of utility in a category. The results of three experiments provide support for the predicted dependency of the effects of weight uncertainty on an attribute's framing. The data also suggest that, within frames, the effects of increasing uncertainty may not be additive across attributes. In particular, given pairs of uncertain attributes with different frames, subjects acted as if they were applying a single frame to both attributes, resulting in a common direction for the weight-uncertainty effect. (Reprinted by permission of the publisher.)

Models, Consumer preferences, Uncertainty (Information theory)

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The learning of multiattribute judgment policies

Article Abstract:

In this article we explore the process by which consumers learn multiattribute rules of judgment. We report on two experiments in which subjects are asked to learn, through induction, a multiattribute rule that defines product quality in a novel category. In the first experiment we find that subjects are cable of predicting the outcomes of a single multiattribute rule with as few as four bits of feedback, with primary method of evaluation being comparisons to examples. There is, however, a decided bias in these judgments: subjects are able to learn the attributes associated with a good option more rapidly and with greater accuracy than those associated with a bad one. The second experiment reinforces these earlier results, and offers two additional insights: the ability to learn rules is largely independent of the degree to which subjects can control their own method of learning, and subjects use configural judgment policies to arrive at predictions even when the true generating rule is additive in nature. We discuss implications of the findings for current research in consumer choice analysis. (Reprinted by permission of the publisher.)

Consumers, Judgment, Judgment (Psychology), Attribution (Social psychology), Attribution (Psychology)

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Consumer wait management strategies for negative service events: a coping approach

Article Abstract:

Event valence and coping orientation moderate the effectiveness of wait management strategies for negative service events. Shorter wait times lead to increased stress for consumers using approach-oriented strategies, while duration information leads to increased stress for those using avoidance-oriented strategies.

United States, Science & research, Consumer Behavior, Service Industries, Psychological aspects, Services industry, Consumer behaviour, Report, Waiting lines

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