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

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...

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Bibliographic Details
Published in:Journal of marketing research 2011-02, Vol.48 (1), p.62-71
Main Authors: KHAN, UZMA, ZHU, MENG, KALRA, AJAY
Format: Article
Language:English
Subjects:
Airlines
Alternatives
Consumer behavior
Consumer research
Exchange rates
Laptop computers
Marketing
Mental stimulation
Preferences
Shipping
Social psychology
Studies
Sumer
Tires
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Summary: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.
ISSN:0022-2437
1547-7193
DOI:10.1509/jmkr.48.1.62