Consumers Do Compare Apples With Oranges: Investigating Cross Catetory Referencing in Consumer Decision-Making

Vanessa Patrick, University of Houston, USA
Weixing Ma, University of Houston, USA
This research demonstrates that consumers often refer to an unrelated (cross-category) product as a reference to make a current purchase decision. We present a theory of “motivated anchoring” to understand (1) when consumers rely on cross-category referencing, (2) its impact on consumer decision-making, and, 3) the mechanism underlying its operation.
[ to cite ]:
Vanessa Patrick and Weixing Ma (2011) ,"Consumers Do Compare Apples With Oranges: Investigating Cross Catetory Referencing in Consumer Decision-Making", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.