Regarding inherent preferences

Abstract Commentators offer different perspectives on and reactions to the target article's [Simonson, I. (2008). Will I like a “medium” pillow: Another look at constructed and inherent preferences. Journal of Consumer Psychology ] reassessment of research and findings used to support the conclusion that preferences are inherently constructive and of the inherent preference concept. Focusing on the latter, this reply elaborates on and develops the notion of inherent preferences. Even before tasting a licorice candy or chili peppers for the first time, trying out the Nintendo Wii, and so on, the degree of dis/like for such objects is assumed to be largely determined, though such dispositions might be masked by context and other forces of construction. Dormant inherent preferences are not un/conscious and are not implicit or explicit, stored attitudes. They are likely to evolve while still dormant, due to changes in preference components that determine the overall disposition to like the composite object. I conclude with a discussion of the falsifiability and the study of inherent preferences.