Why do We Like What We Like? How Choice Shapes Preferences 公开

Tang, Chenying (2012)

Permanent URL: https://etd.library.emory.edu/concern/etds/6d56zw997?locale=zh


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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