Preference Construction Study Based On Coherent Arbitrariness

Base on the research ofǎconsumer research journalǐ,show a tough personalityand the vulnerable personality person react to the price of commodity is different. Theresearch pointed out,“the expert of marketing should attracting different groups ofpeople, base on their difference of the mentation. For example, as to tough personalitygroups, it is good way to emphasize the different service form others. But to thevulnerable personality person, it is better to culture band’sloyalty,byemphasizingtheconsistency of service and the level of investment for clients to attract consumers.What’s more, did we ever noticed, a financially prudent people would like to doadventure activities? Conventional wisdom is that a person’s risk appetite is largelyinnate and immutable, and even scenarios are not affected, but these ideas are beingsubverted. On the fact that Cautious person might dare to challenge risk In someenvironments, that depend on many factors, such as the familiarity of the environmentthey met, and the emotion on that time[10].Currently, research on the academic preference construction is causing concernand controversy. Because the impact of scenario research on the basis assumption oftraditional preference theory, which exposed the limitation of the traditionalpreference assumption of stability and completion. Traditional utility theoryemphasizes that the rational choice of the most utility options, while the current studybehavioral theory tends to look through the whole decision-making process thatincludes the cost and ability of analysis characteristic psychological construction. Thepreference construction is the heresy of preference theory, emerged the after impactof that. But with that research developing, some scholar begin to call for return ofstudy of stability of preference, because of the preference construction, in somehow,means the instability of preference. Whereas, other scholar suggest that there isunnecessary to consider the preference construction is inherently incompatible withpreference stability.the above controversy ignited the passion of the authors for this study. In order toimprove the acceptability of this paper’s research, we selected the first experiment inAriely et al.(2003) which is the frame of study of preference stability as base of ourstudy What’s more, for going into farther, added comparative study and study of theaffect of relationship between random factor and the highest willing to pay in twodimensions: hedonism and mastermind of thinking.