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 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.

• 저널Journal of Marketing Research · 48(1) · 62–71
• 토픽Behavioral Health and Interventions · Applied Psychology
• DOI10.1509/jmkr.48.1.62
• 저자Uzma Khan, Meng Zhu, Ajay Kalra