Preference-Construction Habits: The Case of Extremeness Aversion

We propose that choice construction strategies often meet the criteria for “habits.” As an example of a constructed preference habit, we focus on extremeness aversion, namely, the tendency to prefer a middle or “compromise” option versus an “extreme” option from a given options set. We present evidence that some consumers appear to have a habitual tendency to avoid extreme options that is (1) partly heritable, (2) formed in childhood, and (3) moderated by age and personality traits such as preference for moderation. We discuss the implications of the notion of preference-construction habits and future research directions.