Vol 2, No 1 (2014)
Understanding consumer preference biases
Petra Platz, Zoltán Veres
Abstract
The goal of this article is to identify and group consumer preference biases in purchase situations. We suppose the contextual dysfunctions of the transitive preferences have: (1) physiological; (2) psychological; and (3) environmental reasons. The primary axiom of the concerning marketing research project is that underlying preferences related to product attributes are not valid under all circumstances: the consumer preferences are context dependent. Furthermore, we suppose that preference reversals unconditionally happen, which is eventually expressed in the post-purchase’s unsatisfied feeling. Based on a proper explanation of biases, the frequency of preference inconsistencies could be decreased. By applying improved selling techniques, which consider the imperfections of human nature, shoppers would lack the negative post-purchase impressions.
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Keywords
Marketing research, Preferences, Buying behavior.
Publication information
Volume 2, Issue 1
Year of Publication: 2014
ISSN: 1857 - 8721
Publisher: EDNOTERA
How to cite
Platz, P., Veres, Z. (2014). Understanding consumer preference biases. Journal of Applied Economics and Business, Vol 2, No. 1, 105-119.