When Trade-Offs Matter: The Effect of Choice Construal on Context Effects

Khan, Uzma; Zhu, Meng; Kalra, Ajay
February 2011
Journal of Marketing Research (JMR);Feb2011, Vol. 48 Issue 1, p62
Academic Journal
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.


Related Articles

  • Adaptive Self-Explication of Multiattribute Preferences. Netzer, Oded; Srinivasan, V // Journal of Marketing Research (JMR);Feb2011, Vol. 48 Issue 1, p140 

    The authors propose a Web-based adaptive self-explicated approach for multiattribute preference measurement (conjoint analysis) with a large number (ten or more) of attributes. The proposed approach overcomes some of the limitations of previous self-explicated approaches. The authors develop a...

  • The Invention of the Independence Condition for Preferences. Fishburn, Peter; Wakker, Peter // Management Science;Jul95, Vol. 41 Issue 7, p1130 

    This paper discusses the history and interrelations of three central ideas in preference theory: the independence condition in decision under risk, the sure-thing principle in decision under uncertainty, and conjoint independence for multiattribute decisions and consumer theory. Independence was...

  • An Empirical Comparison of Ratings-Based and Choice-Based Conjoint Models. Elrod, Terry; Louviere, Jordan J.; Davey, Krishnakumar S. // Journal of Marketing Research (JMR);Aug1992, Vol. 29 Issue 3, p368 

    The authors compare two approaches to conjoint analysis in terms of their ability to predict shares in a holdout choice task. The traditional approach is represented by three models fit to individual-level rating of full profiles, whereas the other approach is represented by four multinomial...

  • Tradeoff oriented solutions in multicriteria optimization. Hellwig, Klaus // Annals of Operations Research;2008, Vol. 164 Issue 1, p111 

    It is proposed to restrict the set of efficient solutions in multicriteria optimization by the requirement that a higher tradeoff of an objective should result in a higher output of the objective. It is shown that a solution satisfying this requirement exists under reasonable conditions.

  • Propuesta metodológica mediante diseños Box-Behnken para mejorar el rendimiento del análisis conjunto en estudios experimentales de mercado. Huertas-García, Rubén; Gázquez-Abad, Juan Carlos; Martínez-López, Francisco J.; Esteban-Millat, Irene // Revista Española de Investigación de Marketing ESIC;2014, Vol. 18 Issue 1, p57 

    Conjoint analysis is a technique used to study consumer preferences in market research. One of the most important issues is to determine the choice set which respondents must assess; usually factorial designs to estimate part-worth factors have been used. But, if the researcher is also...

  • Form Versus Function:How the Intensities of Specific Emotions Evoked in Functional Versus Hedonic Trade-Offs Mediate Product Preferences. Chitturi, Ravindra; Raghunathan, Rajagopal; Mahajan, Vijay // Journal of Marketing Research (JMR);Nov2007, Vol. 44 Issue 4, p702 

    This article examines the emotional and behavioral consequences of making functional versus hedonic trade-offs. Building on the proposed correspondence between functionality and a prevention focus and between hedonics and a promotion focus, the authors predict that contexts involving functional...

  • Conjoint Analysis: Peering Behind the Jargon. Axelrod, Joel N.; Frendberg, Norman // Marketing Research;Jun90, Vol. 2 Issue 2, p28 

    Presents an overview of the conjoint analysis method for anticipating how consumers will react to any defined combination of marketing variables. Provision of durable and cost-efficient information on product concepts and marketing scenarios; Systematic evaluation of `what if' questions;...

  • Psychometric Methods in Marketing Research: Part I, Conjoint Analysis. Carroll, J. Douglas; Green, Paul E. // Journal of Marketing Research (JMR);Nov95, Vol. 32 Issue 4, p385 

    The authors discuss the use of conjoint analysis in marketing research. They note that this method represents one of the most widely used tools in measuring consumer preferences. They discuss the use of a variety of research methods used in marketing research and argue why conjoint is the most...

  • Coping With a Cluttered Marketplace: Athlete Choice of Products to Support Training. Newland, Brianna L.; Chalip, Laurence; Ivy, John L. // Journal of Sport Management;Jan2013, Vol. 27 Issue 1, p59 

    To determine whether athletes are confused about supplementation, this study examines the relative levels of adult runners' and triathletes' preferences for postexercise recovery drink attributes (price, fat, taste, scientific evidence, and endorsement by a celebrity athlete), and the ways those...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics