When trade-offs matter: The effect of choice construal on context effects

Uzma Khan, Meng Zhu, Ajay Kalra

Research output: Contribution to journalArticlepeer-review

79 Scopus citations


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 languageEnglish (US)
Pages (from-to)62-71
Number of pages10
JournalJournal of Marketing Research
Issue number1
StatePublished - Feb 1 2011
Externally publishedYes


  • Construal levels
  • Context effects
  • Mind-sets
  • Preference construction
  • Trade-offs

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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