Itamar Simonson
Dados Biográficos
| ID | 87588 |
|---|---|
| NOME | Itamar Simonson |
| PRENOMES | Itamar |
| SOBRENOME | Simonson |
| ASSINATURA | SIMONSON I |
| AFILIAÇÕES | Stanford University |
| ORCID | 0000-0002-0223-2273 |
| VERIFICADO | Sim |
| TOTAL DE OBRAS | 19 |
| TOTAL DE CITAÇÕES | 263 |
| TOTAL COMO AUTOR | 19 |
| TOTAL COMO EDITOR | 0 |
| PRIMEIRO ANO DE PUBLICAÇÃO | 1988 |
| ANO MAIS RECENTE DE PUBLICAÇÃO | 2024 |
| ÍNDICE H | 6 |
Years of Context Effects
Over the past 50 years, consumer researchers have presented extensive evidence that consumer preference can be swayed by the decision context, particularly the configuration of the choice set. Importantly, behavioral research on context effects has inspired prominent quantitative research on multialternative decision-making published in leading psychology, management, economics, and general interest journals. While both streams of research seem t…
The Upscaling Effect
Purchase decisions typically involve tradeoffs between attributes associated with desirability (e.g., quality) and feasibility (e.g., price). In this article, we examine how the decision context impacts consumers' preference between a high-desirability (HD) option and a high-feasibility (HF) alternative. Nineteen studies demonstrate a novel context effect, the 'upscaling effect,' whereby introducing a symmetrically dominated decoy option to a set…
On the Heritability of Consumer Decision Making
While constructed preferences have received a great deal of attention, there has been virtually no research regarding the genetic basis of consumer judgment and choice. In this research, we examine a wide range of previously unexplored heritable effects on consumer choices and judgments. Moreover, whereas prior research on heritable traits has typically employed a piecemeal approach, demonstrating each heritable trait separately, we propose an al…
When Does Choice Reveal Preference? Moderators of Heuristic versus Goal-Based Choice
Heuristic use is a central topic in consumer research, but the factors that determine when consumers will settle for shortcut solutions to choice problems (e.g., compromise) versus rely on “true” preferences (e.g., self-goals) remain unclear. We propose that both motivation to use self-goals, as indexed by need for cognition (NFC), and cognitive ability, manipulated through cognitive load, influence the use of the compromise heuristic. Three stud…
Choice Set Configuration as a Determinant of Preference Attribution and Strength
Despite the growing consensus that consumer preferences are often constructed when decisions are made, we still know very little about the factors that determine the strength and stability of constructed preferences. We propose that the manner in which preferences are formed has a significant effect on their strength and stability. In particular, we propose that option set configuration, asymmetric dominance versus compromise, drives the decision…
Preference Fluency in Choice
The authors propose that consumer choices are often systematically influenced by preference fluency (i.e., the subjective feeling that forming a preference for a specific option is easy or difficult). Four studies manipulate the fluency of preference formation by presenting descriptions in an easy- or difficult-to-read font (Study 1) or by asking participants to think of few versus many reasons for their choice (Studies 2–4). As the authors predi…
Gender Differences in Mate Selection
We study dating behavior using data from a Speed Dating experiment where we generate random matching of subjects and create random variation in the number of potential partners. Our design allows us to directly observe individual decisions rather than just final matches. Women put greater weight on the intelligence and the race of partner, while men respond more to physical attractiveness. Moreover, men do not value women's intelligence or ambiti…
Anchoring Effects on Consumers' Willingness-to-Pay and Willingness-to-Accept
We examine the susceptibility of consumers' willingness-to-pay (WTP) and willingness-to-accept (WTA) judgments to influence by arbitrary anchors. The results of four studies suggest that, although circumstantial differences between buying and selling decisions can lead to systematic differences in susceptibility to anchoring effects, the principles governing the impact of anchoring on WTP and WTA judgments are essentially the same. In particular,…
The Effect of Forced Choice on Choice
Whereas most academic and industry studies of consumer preferences and decision making involve forced choice (i.e., participants are told to choose one of the presented product or service alternatives), buyers usually also have the option not to select any alternative. An implicit assumption in the experimental practice of forcing choice is that the no-choice option draws proportionately from the various available alternatives, such that the qual…
Earning the Right to Indulge
Although frequency programs (FPs) have become ubiquitous in the marketplace and a key marketing-mix tool for promoting customer relationship and loyalty, little is known about the factors that determine how such programs are evaluated by consumers. The authors investigate the impact of the level of effort participants must invest to obtain the reward on the types of rewards they prefer and, consequently, on the decision to join the FP. In particu…
Reasons as Carriers of Culture
We argue that a way culture influences decisions is through the reasons that individuals recruit when required to explain their choices. Specifically, we propose that cultures endow individuals with different rules or principles that provide guidance for making decisions, and a need to provide reasons activates such cultural knowledge. This proposition, representing a dynamic rather than dispositional view of cultural influence, is investigated i…
The Role of Explanations and Need for Uniqueness in Consumer Decision Making
This research investigates the interaction between a very common task, explaining decisions, and an individual difference, need for uniqueness (NFU), on buyer decision making. We propose that explaining (or providing reasons for) decisions shifts the focus from the choice of options to the choice of reasons. Furthermore, buyers who explain their decisions and have high NFU tend to select unconventional reasons and are, consequently, more likely t…
Context-Dependent Preferences
The standard theory of choice—based on value maximization—associates with each option a real value such that, given an offered set, the decision maker chooses the option with the highest value. Despite its simplicity and intuitive appeal, there is a growing body of data that is inconsistent with this theory. In particular, the relative attractiveness of x compared to y often depends on the presence or absence of a third option z, and the “market …
Choice in Context
Consumer choice is often influenced by the context, defined by the set of alternatives under consideration. Two hypotheses about the effect of context on choice are proposed. The first hypothesis, ...
Choice in Context
Consumer choice is often influenced by the context, defined by the set of alternatives under consideration. Two hypotheses about the effect of context on choice are proposed. The first hypothesis, tradeoff contrast, states that the tendency to prefer an alternative is enhanced or hindered depending on whether the tradeoffs within the set under consideration are favorable or unfavorable to that option. The second hypothesis, extremeness aversion, …
The Influence of Anticipating Regret and Responsibility on Purchase Decisions
It is suggested that consumers' choices between alternatives can be systematically influenced by asking them to an anticipate the regret and responsibility they would feel if they made the wrong decision. Specifically, on the basis of the notion that choices of conventional or default options are associated with lower regret and responsibility, it is proposed that consumers who anticipate how they would feel if they made the wrong decision would …
Evaluations of pairs of experiences
Experiences often consist of a number of temporally separated events or outcomes, events which might be positive or negative. Building on previous research, the present paper proposes that the chronological order of the component events influences overall evaluations of these experiences. In particular, a preference for happy endings is hypothesized such that an experience consisting of a positive and a negative event is evaluated as more satisfa…
Choice Based on Reasons
Journal Article Choice Based on Reasons: The Case of Attraction and Compromise Effects Get access Itamar Simonson Itamar Simonson Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 16, Issue 2, September 1989, Pages 158–174, https://doi.org/10.1086/209205 Published: 01 September 1989 Article history Received: 01 January 1988 Revision received: 01 March 1989 Published: 01 September …
The Relationship between Prior Brand Knowledge and Information Acquisition Order
Journal Article The Relationship Between Prior Brand Knowledge and Information Acquisition Order Get access Itamar Simonson, Itamar Simonson Search for other works by this author on: Oxford Academic PubMed Google Scholar Joel Huber, Joel Huber Search for other works by this author on: Oxford Academic PubMed Google Scholar John Payne John Payne Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Rese…
Choice Based on Reasons
Journal Article Choice Based on Reasons: The Case of Attraction and Compromise Effects Get access Itamar Simonson Itamar Simonson Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 16, Issue 2, September 1989, Pages 158–174, https://doi.org/10.1086/209205 Published: 01 September 1989 Article history Received: 01 January 1988 Revision received: 01 March 1989 Published: 01 September …
Reasons as Carriers of Culture
We argue that a way culture influences decisions is through the reasons that individuals recruit when required to explain their choices. Specifically, we propose that cultures endow individuals with different rules or principles that provide guidance for making decisions, and a need to provide reasons activates such cultural knowledge. This proposition, representing a dynamic rather than dispositional view of cultural influence, is investigated i…
The Influence of Anticipating Regret and Responsibility on Purchase Decisions
It is suggested that consumers' choices between alternatives can be systematically influenced by asking them to an anticipate the regret and responsibility they would feel if they made the wrong decision. Specifically, on the basis of the notion that choices of conventional or default options are associated with lower regret and responsibility, it is proposed that consumers who anticipate how they would feel if they made the wrong decision would …
The Role of Explanations and Need for Uniqueness in Consumer Decision Making
This research investigates the interaction between a very common task, explaining decisions, and an individual difference, need for uniqueness (NFU), on buyer decision making. We propose that explaining (or providing reasons for) decisions shifts the focus from the choice of options to the choice of reasons. Furthermore, buyers who explain their decisions and have high NFU tend to select unconventional reasons and are, consequently, more likely t…
Evaluations of pairs of experiences
Experiences often consist of a number of temporally separated events or outcomes, events which might be positive or negative. Building on previous research, the present paper proposes that the chronological order of the component events influences overall evaluations of these experiences. In particular, a preference for happy endings is hypothesized such that an experience consisting of a positive and a negative event is evaluated as more satisfa…
Anchoring Effects on Consumers' Willingness-to-Pay and Willingness-to-Accept
We examine the susceptibility of consumers' willingness-to-pay (WTP) and willingness-to-accept (WTA) judgments to influence by arbitrary anchors. The results of four studies suggest that, although circumstantial differences between buying and selling decisions can lead to systematic differences in susceptibility to anchoring effects, the principles governing the impact of anchoring on WTP and WTA judgments are essentially the same. In particular,…
Choice Set Configuration as a Determinant of Preference Attribution and Strength
Despite the growing consensus that consumer preferences are often constructed when decisions are made, we still know very little about the factors that determine the strength and stability of constructed preferences. We propose that the manner in which preferences are formed has a significant effect on their strength and stability. In particular, we propose that option set configuration, asymmetric dominance versus compromise, drives the decision…
When Does Choice Reveal Preference? Moderators of Heuristic versus Goal-Based Choice
Heuristic use is a central topic in consumer research, but the factors that determine when consumers will settle for shortcut solutions to choice problems (e.g., compromise) versus rely on “true” preferences (e.g., self-goals) remain unclear. We propose that both motivation to use self-goals, as indexed by need for cognition (NFC), and cognitive ability, manipulated through cognitive load, influence the use of the compromise heuristic. Three stud…
Years of Context Effects
Over the past 50 years, consumer researchers have presented extensive evidence that consumer preference can be swayed by the decision context, particularly the configuration of the choice set. Importantly, behavioral research on context effects has inspired prominent quantitative research on multialternative decision-making published in leading psychology, management, economics, and general interest journals. While both streams of research seem t…
The Upscaling Effect
Purchase decisions typically involve tradeoffs between attributes associated with desirability (e.g., quality) and feasibility (e.g., price). In this article, we examine how the decision context impacts consumers' preference between a high-desirability (HD) option and a high-feasibility (HF) alternative. Nineteen studies demonstrate a novel context effect, the 'upscaling effect,' whereby introducing a symmetrically dominated decoy option to a set…
On the Heritability of Consumer Decision Making
While constructed preferences have received a great deal of attention, there has been virtually no research regarding the genetic basis of consumer judgment and choice. In this research, we examine a wide range of previously unexplored heritable effects on consumer choices and judgments. Moreover, whereas prior research on heritable traits has typically employed a piecemeal approach, demonstrating each heritable trait separately, we propose an al…
The Relationship between Prior Brand Knowledge and Information Acquisition Order
Journal Article The Relationship Between Prior Brand Knowledge and Information Acquisition Order Get access Itamar Simonson, Itamar Simonson Search for other works by this author on: Oxford Academic PubMed Google Scholar Joel Huber, Joel Huber Search for other works by this author on: Oxford Academic PubMed Google Scholar John Payne John Payne Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Rese…
The Relationship between Prior Brand Knowledge and Information Acquisition Order
Journal Article The Relationship Between Prior Brand Knowledge and Information Acquisition Order Get access Itamar Simonson, Itamar Simonson Search for other works by this author on: Oxford Academic PubMed Google Scholar Joel Huber, Joel Huber Search for other works by this author on: Oxford Academic PubMed Google Scholar John Payne John Payne Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Rese…
Choice Based on Reasons
Journal Article Choice Based on Reasons: The Case of Attraction and Compromise Effects Get access Itamar Simonson Itamar Simonson Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 16, Issue 2, September 1989, Pages 158–174, https://doi.org/10.1086/209205 Published: 01 September 1989 Article history Received: 01 January 1988 Revision received: 01 March 1989 Published: 01 September …
Evaluations of pairs of experiences
Experiences often consist of a number of temporally separated events or outcomes, events which might be positive or negative. Building on previous research, the present paper proposes that the chronological order of the component events influences overall evaluations of these experiences. In particular, a preference for happy endings is hypothesized such that an experience consisting of a positive and a negative event is evaluated as more satisfa…
Choice in Context
Consumer choice is often influenced by the context, defined by the set of alternatives under consideration. Two hypotheses about the effect of context on choice are proposed. The first hypothesis, ...
Choice in Context
Consumer choice is often influenced by the context, defined by the set of alternatives under consideration. Two hypotheses about the effect of context on choice are proposed. The first hypothesis, tradeoff contrast, states that the tendency to prefer an alternative is enhanced or hindered depending on whether the tradeoffs within the set under consideration are favorable or unfavorable to that option. The second hypothesis, extremeness aversion, …
The Influence of Anticipating Regret and Responsibility on Purchase Decisions
It is suggested that consumers' choices between alternatives can be systematically influenced by asking them to an anticipate the regret and responsibility they would feel if they made the wrong decision. Specifically, on the basis of the notion that choices of conventional or default options are associated with lower regret and responsibility, it is proposed that consumers who anticipate how they would feel if they made the wrong decision would …
Context-Dependent Preferences
The standard theory of choice—based on value maximization—associates with each option a real value such that, given an offered set, the decision maker chooses the option with the highest value. Despite its simplicity and intuitive appeal, there is a growing body of data that is inconsistent with this theory. In particular, the relative attractiveness of x compared to y often depends on the presence or absence of a third option z, and the “market …
Reasons as Carriers of Culture
We argue that a way culture influences decisions is through the reasons that individuals recruit when required to explain their choices. Specifically, we propose that cultures endow individuals with different rules or principles that provide guidance for making decisions, and a need to provide reasons activates such cultural knowledge. This proposition, representing a dynamic rather than dispositional view of cultural influence, is investigated i…
The Role of Explanations and Need for Uniqueness in Consumer Decision Making
This research investigates the interaction between a very common task, explaining decisions, and an individual difference, need for uniqueness (NFU), on buyer decision making. We propose that explaining (or providing reasons for) decisions shifts the focus from the choice of options to the choice of reasons. Furthermore, buyers who explain their decisions and have high NFU tend to select unconventional reasons and are, consequently, more likely t…
Earning the Right to Indulge
Although frequency programs (FPs) have become ubiquitous in the marketplace and a key marketing-mix tool for promoting customer relationship and loyalty, little is known about the factors that determine how such programs are evaluated by consumers. The authors investigate the impact of the level of effort participants must invest to obtain the reward on the types of rewards they prefer and, consequently, on the decision to join the FP. In particu…
The Effect of Forced Choice on Choice
Whereas most academic and industry studies of consumer preferences and decision making involve forced choice (i.e., participants are told to choose one of the presented product or service alternatives), buyers usually also have the option not to select any alternative. An implicit assumption in the experimental practice of forcing choice is that the no-choice option draws proportionately from the various available alternatives, such that the qual…
Anchoring Effects on Consumers' Willingness-to-Pay and Willingness-to-Accept
We examine the susceptibility of consumers' willingness-to-pay (WTP) and willingness-to-accept (WTA) judgments to influence by arbitrary anchors. The results of four studies suggest that, although circumstantial differences between buying and selling decisions can lead to systematic differences in susceptibility to anchoring effects, the principles governing the impact of anchoring on WTP and WTA judgments are essentially the same. In particular,…
Gender Differences in Mate Selection
We study dating behavior using data from a Speed Dating experiment where we generate random matching of subjects and create random variation in the number of potential partners. Our design allows us to directly observe individual decisions rather than just final matches. Women put greater weight on the intelligence and the race of partner, while men respond more to physical attractiveness. Moreover, men do not value women's intelligence or ambiti…
Preference Fluency in Choice
The authors propose that consumer choices are often systematically influenced by preference fluency (i.e., the subjective feeling that forming a preference for a specific option is easy or difficult). Four studies manipulate the fluency of preference formation by presenting descriptions in an easy- or difficult-to-read font (Study 1) or by asking participants to think of few versus many reasons for their choice (Studies 2–4). As the authors predi…
Choice Set Configuration as a Determinant of Preference Attribution and Strength
Despite the growing consensus that consumer preferences are often constructed when decisions are made, we still know very little about the factors that determine the strength and stability of constructed preferences. We propose that the manner in which preferences are formed has a significant effect on their strength and stability. In particular, we propose that option set configuration, asymmetric dominance versus compromise, drives the decision…
When Does Choice Reveal Preference? Moderators of Heuristic versus Goal-Based Choice
Heuristic use is a central topic in consumer research, but the factors that determine when consumers will settle for shortcut solutions to choice problems (e.g., compromise) versus rely on “true” preferences (e.g., self-goals) remain unclear. We propose that both motivation to use self-goals, as indexed by need for cognition (NFC), and cognitive ability, manipulated through cognitive load, influence the use of the compromise heuristic. Three stud…
On the Heritability of Consumer Decision Making
While constructed preferences have received a great deal of attention, there has been virtually no research regarding the genetic basis of consumer judgment and choice. In this research, we examine a wide range of previously unexplored heritable effects on consumer choices and judgments. Moreover, whereas prior research on heritable traits has typically employed a piecemeal approach, demonstrating each heritable trait separately, we propose an al…
The Upscaling Effect
Purchase decisions typically involve tradeoffs between attributes associated with desirability (e.g., quality) and feasibility (e.g., price). In this article, we examine how the decision context impacts consumers' preference between a high-desirability (HD) option and a high-feasibility (HF) alternative. Nineteen studies demonstrate a novel context effect, the 'upscaling effect,' whereby introducing a symmetrically dominated decoy option to a set…
Years of Context Effects
Over the past 50 years, consumer researchers have presented extensive evidence that consumer preference can be swayed by the decision context, particularly the configuration of the choice set. Importantly, behavioral research on context effects has inspired prominent quantitative research on multialternative decision-making published in leading psychology, management, economics, and general interest journals. While both streams of research seem t…
Psychology (17 obras) · Decision-Making and Behavioral Economics (14 obras) · Computer Science (13 obras) · Economics (12 obras) · Microeconomics (10 obras) · Social Psychology (10 obras) · Compromise (9 obras) · Economic and Environmental Valuation (9 obras) · Choice set (7 obras) · Context (archaeology) (7 obras)