How stable are consumers' constructed preferences? The moderating role of choice set context and evaluation mode

Prior research has shown that constructed consumer preferences are often influenced by the choice context and the elicitation method. In this research, I examine the impact of the specific context and evaluation mode characteristics on the stability of preferences. I hypothesize that preferences are more stable (a) when they are constructed under influence of the asymmetric dominance effect, as compared to the compromise effect, and (b) when they are elicited by a joint, as opposed to a separate, evaluation mode.; These hypotheses were supported in seven studies. In Study l, participants showed a greater level of confidence about their own choice when their selected option was an asymmetrically dominating vs. compromise alternative. Study 2 revealed that the asymmetrically dominating vs. the compromise option choosers were more likely to select the same option again in the second week. Study 3 addressed the potential alternative account whereby the greater stability of preferences under the asymmetric dominance effect stems from the dominating alternative's extreme position in the choice set. Study 4 further supported the hypothesized link between the strength of the original preference and the stability of preference using participants' memory of their chosen options.; Study 5, 6 and 7 tested the effect of evaluation mode on preference stability. In Study 5, participants were more confident about their own evaluation of the given options when their preferences were formed based on joint vs. separate response modes. Also, participants whose initial preferences were assessed in a joint mode were more consistent in choosing the same option later.; The current research provides new insights regarding the determinants of the stability of context effects and demonstrates the different nature of preferences generated by different choice set and evaluation modes. The findings have important implications for marketing practitioners with respect to creating decision-making environments that foster stronger and more stable preferences.