Why do We Like What We Like? How Choice Shapes Preferences Öffentlichkeit
Tang, Chenying (2012)
Published
Abstract
Why do We Like What We Like? How Choice Shapes
Preferences
Modern economic theories have long asserted that choice simply
reflects an individual's preferences, whereas a psychological
phenomenon called 'cognitive dissonance' suggests that choice may
also shape preferences. Cognitive dissonance theory states that
making a choice between two equally preferred items creates a
psychological discomfort called 'cognitive dissonance', which is
then reduced by decreasing preference for the rejected item. There
is, however, a serious methodological problem with the measurement
of preferences in previous studies, which casts a doubt on the very
existence of this choice-induced preference change. To overcome
this shortage, I proposed an experimental approach that
distinguished choice from the measurement of preferences, thus
eliminating the possibility that choice merely yields information
about any measurement error of preferences. I hypothesized that
self-generated choice would increase preference, as evidenced by
the increase in preference for the chosen items and the decrease in
preference for the nonchosen ones.
Table of Contents
Table of Contents
1. Research Problem...10
2. Introduction...12
3. Methods...17
4. Results...20
5. Discussion...22
6. Future Directions...24
7. Conclusion...27
8. References...28
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