When We See the Forest: Value-For-Money Contrast in Cross Category Referencing

Weixing Ford, University of Houston, USA
Parthasarathy Krishnamurthy, University of Houston, USA
This research explores whether thinking about something from a different and unrelated product category, i.e. cross category referencing (CCR), can influence consumers’ decision-making. A mediation analysis shows that the value for money contrast between the focal product and the cross category referent mediated the observed CCR impact on choice.
[ to cite ]:
Weixing Ford and Parthasarathy Krishnamurthy (2014) ,"When We See the Forest: Value-For-Money Contrast in Cross Category Referencing", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 784-784.