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Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

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Specification Seeking: How Product Specifications Influence Consumer Preference

Christopher K. Hsee, Yang Yang, Yangjie Gu, Jie Chen
DOI: http://dx.doi.org/10.1086/593947 952-966 First published online: 1 April 2009

Abstract

We offer a framework about when and how specifications (e.g., megapixels of a camera and number of air bags in a massage chair) influence consumer preferences and report five studies that test the framework. Studies 1–3 show that even when consumers can directly experience the relevant products and the specifications carry little or no new information, their preference is still influenced by specifications, including specifications that are self-generated and by definition spurious and specifications that the respondents themselves deem uninformative. Studies 4 and 5 show that relative to choice, hedonic preference (liking) is more stable and less influenced by specifications.

  • Advertising
  • Behavioral Decision Theory
  • Choice (Brand or Product Level)
  • Judgment and Decision Making
  • Preferences
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