An Approach to Understand Preference Mechanism in Product Evaluation

Abstract

This study investigates if information assimilation affects product evaluation considering various factors of product, and Reality Sets (Uninominal-Binominal). Car images are used as stimuli. The experiment consists of item screening and product evaluation. Subjects are participated in both. Item screening aims to select subjectively preferred/non-preferred images per subject. The selected images are reconciliated and used as stimuli in product evaluation. The findings show that information assimilation by Reality Sets influences product evaluation differently.