Predisposing the Decision Maker Versus Framing the Decision: A Consumer-Manipulation Approach to Dynamic Preference

By Brian Gibbs
1996| Working Paper No. 1375

The dominant approach to the study of dynamic preference is to generate preference change by manipulating aspects of decision-problem presentation (problem description, task procedure, contextual options). The predisposing approach instead holds problem presentation constant and manipulates the decision maker’s mental state. Three illustrative studies are outlined here. The first modified preferences for ambitious consumption by manipulating subjects’ consumption energy. The second modified preferences for immediate consumption by manipulating subjects’ hedonic resources. The third modified preferences for consumption itself by manipulating subjects’ situational desire proneness. Whereas framing probably affects perception, predisposing apparently affects tastes, and so has special significance for the issue of dynamic preference._x000B_