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

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.


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.


Kuangjie Zhang, INSEAD, Singapore
Steven Sweldens, INSEAD, France
Monica Wadhwa, INSEAD, Singapore


NA - Advances in Consumer Research Volume 40 | 2012

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