Journal of Consumer Research 1984
Multiattribute Perceptual Bias as Revealing of Preference Structure
Abstract
The assumed separation between judgments of preference and perception typical of most formal multiattribute decision-making models is questioned in favor of an information-processing formulation in which systematic perceptual errors are associated with, and revealing of, underlying preferences. A model and methodology is proposed for measuring the preference-perception interaction and hypotheses about such interdependencies are tested in a laboratory experiment.
- DOI
- 10.1086/208987
- Sources
- openalex