A Comment on Metacognitive Experiences and Consumer Choice

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.