The Role of Similarity When Considering Alternatives in Purchase Decisions

Liz Friedman, Yale University, USA
Jennifer Savary, Yale University, USA
Ravi Dhar, Yale University, USA
We explore how considering alternative ways to spend money impacts purchase interest for a target item. We find that consumers are relatively less interested in purchasing a target item when they consider alternatives that are dissimilar to the target items versus alternatives that are similar.
[ to cite ]:
Liz Friedman, Jennifer Savary, and Ravi Dhar (2015) ,"The Role of Similarity When Considering Alternatives in Purchase Decisions", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 80-84.