A new look at constructed choice processes

Dale Griffin, Wendy Liu, Uzma Khan

Research output: Contribution to journalArticlepeer-review

11 Scopus citations


Normative models of choice assert axiomatically that preferences are consistent, coherent, and determined only by relevant alternatives. In contrast to this classical economic perspective, behavioral models derived from research in psychology and consumer behavior assert that preferences are not guided by an internal, stable utility function but are constructed during the choice process. The current paper is based on a session on constructed choice processes (CCP) at the 2004 Choice Symposium that focused on how the standard CCP model can be enriched by bringing theories and tools from modern research in social cognition to bear on choice phenomenon. The richer conceptual framework presented by new, currently unpublished empirical work provides a novel perspective on choice construction by integrating the roles of subjective construal, experiential information, attribution, goals, and satisfaction in understanding preference construction processes in choice.

Original languageEnglish (US)
Pages (from-to)321-333
Number of pages13
JournalMarketing Letters
Issue number3-4
StatePublished - Dec 2005
Externally publishedYes


  • Behavioral decision theory
  • Choice
  • Normative models
  • Social cognition

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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