TITLE

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

AUTHOR(S)
Khan, Uzma; Zhu, Meng; Kalra, Ajay
PUB. DATE
February 2011
SOURCE
Journal of Marketing Research (JMR);Feb2011, Vol. 48 Issue 1, p62
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
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.
ACCESSION #
57434510

 

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