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) |
|---|---|
| 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 |
Fingerprint
Keywords
- Construal levels
- Context effects
- Mind-sets
- Preference construction
- Trade-offs
ASJC Scopus subject areas
- Business and International Management
- Economics and Econometrics
- Marketing
Cite this
When trade-offs matter : The effect of choice construal on context effects. / Khan, Uzma; Zhu, Meng; Kalra, Ajay.
In: Journal of Marketing Research, Vol. 48, No. 1, 01.02.2011, p. 62-71.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - When trade-offs matter
T2 - The effect of choice construal on context effects
AU - Khan, Uzma
AU - Zhu, Meng
AU - Kalra, Ajay
PY - 2011/2/1
Y1 - 2011/2/1
N2 - 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.
AB - 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.
KW - Construal levels
KW - Context effects
KW - Mind-sets
KW - Preference construction
KW - Trade-offs
UR - http://www.scopus.com/inward/record.url?scp=79952029592&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=79952029592&partnerID=8YFLogxK
U2 - 10.1509/jmkr.48.1.62
DO - 10.1509/jmkr.48.1.62
M3 - Article
AN - SCOPUS:79952029592
VL - 48
SP - 62
EP - 71
JO - Journal of Marketing Research
JF - Journal of Marketing Research
SN - 0022-2437
IS - 1
ER -