Strategic use of preference stability information for product evaluation

Preference stability can be a useful and supportive indicator for making strategic and tactical marketing decisions as it can assist short- and longer-term choices regarding product/brand characteristics and attributes.


Many products have been becoming so complex that, even after long-term use, consumers practically cannot consider all possible features and do not know all of their potential applications (Earl & Wakeley, 2010). Products are considered to be complex "if they are characterized by a comparatively large number of attributes and attribute levels that are relevant in purchase decisions." (Scholz, Meissner, and Decker, 2010, p. 685). As consumershave only a limited information processing capacity (Simon, 1986), such increased complexity makes preference formation and consumer decisions rather challenging for them (Simon, 1986). This inherently causes consumer preferences to become increasingly instable...

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