SKCDM

Self-Knowledge in Consumer Decision Making

Coordinatore	UNIVERSITY COLLEGE LONDON    more  Organization address address: GOWER STREET city: LONDON postcode: WC1E 6BT contact info Titolo: Ms. Nome: Greta Cognome: Borg-Carbott Email: send email Telefono: 442077000000 Fax: 442077000000
Nazionalità Coordinatore	United Kingdom [UK]
Totale costo	183˙618 €
EC contributo	183˙618 €
Programma	FP7-PEOPLE Specific programme "People" implementing the Seventh Framework Programme of the European Community for research, technological development and demonstration activities (2007 to 2013)
Code Call	FP7-PEOPLE-IEF-2008
Funding Scheme	MC-IEF
Anno di inizio	2010
Periodo (anno-mese-giorno)	2010-05-01   -   2012-04-30

 Partecipanti

#	participant	country	role	EC contrib. [€]
1	UNIVERSITY COLLEGE LONDON  Organization address address: GOWER STREET city: LONDON postcode: WC1E 6BT contact info Titolo: Ms. Nome: Greta Cognome: Borg-Carbott Email: send email Telefono: 442077000000 Fax: 442077000000	UK (LONDON)	coordinator	183˙618.80

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 Obiettivo del progetto (Objective)

'The purpose of the proposed project is to use a phenomenon called choice blindness to study self-knowledge and preference formation in the domain of consumer choice and economic decision making. Choice blindness refers to the experimental finding that people sometimes fail to notice mismatches between their intended choice and the outcome they are presented with, while nevertheless offering introspectively derived reasons for why they chose this alternative rather than the other. The effect has previously been used to study introspection and self-knowledge in pair-wise decision tasks for faces (Johansson et al., 2005, 2006). These studies showed both that there were very few differences between verbal reports given in manipulated and non-manipulated trials, and that people in the experiments often confabulate reasons for their choices by refereeing to unique properties of the originally non-preferred face as being the properties that made the prefer this alternative. The failure to detect mismatches also influence subsequent behaviour, as the participants came to prefer the manipulated alternative in subsequent choices. In the proposed project we want to extend our initial findings and apply this research method to the domain of consumer choice. This is an important and interesting domain to study using choice blindness, as there is a long standing debate in the literature regarding what consumers know and what they just think they know about their own shopping behaviour. As a sub-field of consumer choice, we will also apply this method to economic decision making in the form of monetary gambles. In addition to analysing verbal reports, we will also study the dynamic effect choice blindness might have on the participants preferences, both for consumer goods and for risk strategies and preferences in monetary gambles. An integral component of this research is also the development of novel research methods, as the use of techniques borrowed from close-up card magic.'