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A Comment on Metacognitive Experiences and Consumer Choice
Author(s) -
Huber Joel
Publication year - 2004
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1207/s15327663jcp1404_4
Subject(s) - metacognition , psychology , value (mathematics) , affect (linguistics) , cognitive psychology , domain (mathematical analysis) , social psychology , cognition , computer science , neuroscience , communication , mathematical analysis , mathematics , machine learning
This commentary discusses the role that naive theories play in consumer judgment. It emphasizes deviation from expectations as a driver of metacognitive activity and discusses challenges involved in transposing Schwarz's (2004) elegant framework to the domain of consumer choice. The author concludes that the value of the metacognitive framework is limited when applied to choices, especially those for which subjective experience effects are driven by affect or emotions.