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- Title
When Trade-Offs Matter: The Effect of Choice Construal on Context Effects.
- Authors
Khan, Uzma; Zhu, Meng; Kalra, Ajay
- Abstract
Everyday decisions present consumers with several trade-offs. In turn, these trade-offs can influence the decision outcome. The authors show that the level at which people construe a choice can affect trade-off making, such that a high construal of a choice decreases comparative trade-offs relative to a low construal. They use six studies to illustrate the idea in three important trade-off-relevant context effects. The results show that a high (versus a low) construal decreases the compromise and background-contrast effects and increases the attraction effect by reducing attribute-level trade-offs.
- Subjects
DECISION making; CONSUMER behavior research; CONJOINT analysis; MARKETING research; ATTITUDE (Psychology); MATHEMATICAL models of consumer attitudes
- Publication
Journal of Marketing Research (JMR), 2011, Vol 48, Issue 1, p62
- ISSN
0022-2437
- Publication type
Article
- DOI
10.1509/jmkr.48.1.62