How much do you like it? Within-alternative conflict and subjective confidence in consumer judgments

We seek to reinforce the importance of the notion of within- alternative conflict for consumer research. We replicate our own earlier findings that conflict associated with integrating an alternative's pros and cons influences responses to a judgment task. In the earlier work, we focused on test- retest reliability in judgment; here we extend the work by developing a measure of explicit preference uncertainty using subjective confidence intervals placed around evaluative judgments in consumer purchase contexts. We also extend the prior work by demonstrating an effect of within- alternative conflict on preferences expressed through evaluative ratings.