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.
Original language | English (US) |
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Pages (from-to) | 62-71 |
Number of pages | 10 |
Journal | Journal of Marketing Research |
Volume | 48 |
Issue number | 1 |
DOIs | |
State | Published - Feb 1 2011 |
Externally published | Yes |
Keywords
- Construal levels
- Context effects
- Mind-sets
- Preference construction
- Trade-offs
ASJC Scopus subject areas
- Business and International Management
- Economics and Econometrics
- Marketing