Preference construction and preference stability: Putting the pillow to rest

Abstract We advocate a different approach to the important questions that Simonson raises regarding preference construction. First, we argue that existing literature both acknowledges and addresses preference stability. In particular, we show that stable preferences are not incompatible with theories of preference construction. We note that construction can influence experienced utility as well as prediction of preference and argue that a careful analysis of stability must allow for contextual influences in both these domains. Finally, we note that Simonson's notion of ‘inherent' preferences is unclear, and we argue that a better way to take up this important challenge is through existing literatures providing insights into conditions leading to preference stability.

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