The objective of the session was to explore several dimensions of consumer preference development. One of the clear themes that ran through all three talks was the critical impact of experience. In addition, all three talks took the more difficult approach of manipulating the level or type of...

The goal of this research is to improve preference measurement for really new products. An initial assumption validated in the first study is that consumers have greater uncertainty when estimating the usefulness of really new products than they have with incremental new products. Consumers cope...

What is the role of early experiences in shaping preferences? What are the mechanisms by which such early encounters influence the way preferences are formed? In this research, we examine the impact of the entry position and favorability of initial (and ongoing) experiences on preference...