Negative Scope Sensitivity: the Collapse of Feeling-Based Valuation For Multiple Desirable Objects

Kuangjie Zhang, INSEAD, Singapore
Steven Sweldens, INSEAD, France
Monica Wadhwa, INSEAD, Singapore
We propose that consumers’ feeling-based valuations can exhibit negative scope sensitivity, according to which a set of multiple different products can be valued less than the valuation of a single product from that set. This negative scope sensitivity is driven by consumers' inability to vividly imagine multiple different objects simultaneously.
[ to cite ]:
Kuangjie Zhang, Steven Sweldens, and Monica Wadhwa (2012) ,"Negative Scope Sensitivity: the Collapse of Feeling-Based Valuation For Multiple Desirable Objects", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 909-910.