Choice, rejection, and elaboration on preference-inconsistent alternatives

Laran Juliano, Keith Wilcox

Research output: Contribution to journalArticlepeer-review

35 Scopus citations


Previous research has demonstrated that rejecting product alternatives (i.e., choosing which alternatives to give up) may cause preference reversals compared to choosing alternatives. We provide an investigation into the psychological processes underlying this phenomenon. These preference reversals can be caused by increased elaboration on the features of preference-inconsistent alternatives when people reject alternatives. When these features are appealing, increased elaboration increases preference for preference-inconsistent alternatives. When these features are unappealing, increased elaboration may reduce preference for preference-inconsistent alternatives. The findings provide insight into how the amount of elaboration on product alternatives may mediate the influence of different decision-making tasks on decision outcomes.

Original languageEnglish (US)
Pages (from-to)229-241
Number of pages13
JournalJournal of Consumer Research
Issue number2
StatePublished - Aug 2011

ASJC Scopus subject areas

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing


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