The Effect of Category Width and Comparison Orientation on Choice Conflict

Gulden Ulkumen, University of Southern California, USA
Selin Malkoc, Washington University in St. Louis, USA
Choice conflict arises when options are perceived similar and thus difficult to distinguish. The width of previously exposed categorizations moderates this effect. Broad categorizers take longer to decide, feel more conflicted and less confident when primed with similarities than differences. In contrast, narrow categorizers are not influenced by comparison orientation.
[ to cite ]:
Gulden Ulkumen and Selin Malkoc (2011) ,"The Effect of Category Width and Comparison Orientation on Choice Conflict", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 235-236.