Much of the literature that has looked at reevaluations of attribute information has assumed that they occur postdecisionally. For example, Svenson and Benthorn (1992) showed that individuals reevaluated attribute information postdescisionally in order to "protect" the chosen alternative (i.e., to increase its attractiveness). The current work investigates such reevaluations as they occur during a decision (i.e., online) as opposed to post-decisionally. Specifically, three issues are addressed: 1) when do online modifications occur (e.g., close to the end of the search process; when alternatives are poorly differentiated?), 2) does the pattern of reevaluations suggest the occurrence of a motivational bias, namely that most reevaluations favor the currently leading alternative? 3) which attributes are chosen for reevaluation, e.g., the most important attributes vs. those that are most undifferentiated between the competing alternatives?
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- Online Reevaluations of Attribute Information in Sequential Consumer Choice