We seek to reinforce the importance of the notion of within-alternative conflict for consumer research. We replicate our own earlier findings that conflict associated with integrating an alternative's pros and cons influences responses to a judgment task. In the earlier work, we focused on...

This paper extends the behavioral results reported in Fischer et al. (2000) by developing a model addressing preference uncertainty in multiattribute evaluation. The model is motivated by two hypotheses regarding properties of multiattribute profiles that lead to greater preference uncertainty....

Constructing decision- and risk-analysis probability models often requires measures of dependence among variables. Although data are sometimes available to estimate such measures, in many applications they must be obtained by means of subjective judgment by experts. We discuss two experimental...

This research investigates preference uncertainty generated as a function of specific alternative characteristics during multiattribute evaluative judgments. We propose that preference uncertainty has at least two behavioral manifestations: longer judgment times and greater response error in...

Preferences inferred from choice are more likely to favor the alternative that is superior with respect to the prominent (most important or salient) attribute than are preferences inferred from matching (direct tradeoff) judgments. This prominence effect violates standard models of rational...