Minding the Mindsets in Context Effects

Uzma Khan, Stanford University, USA
Meng Zhu, Carnegie Mellon University, USA
Ajay Kalra, Rice University, USA
Consumers process and represent information differently depending on the level at which it is construed (Trope & Liberman 2003). However, little is known about how different construal-levels/mindsets impact judgment biases arising from the context of a decision (Huber, Payne & Puto 1982). We examine the effect of abstract vs. concrete mindsets on three common judgment biases. Five studies show that, compared to a concrete mindset, an abstract mindset decreases compromise effect, increases attraction effect, and decreases impact of back-ground comparisons. We explain that results arise because of differential focus on local trade-offs in the two mindsets.
[ to cite ]:
Uzma Khan, Meng Zhu, and Ajay Kalra (2010) ,"Minding the Mindsets in Context Effects", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 153-156 .