When We See the Forest: Value-For-Money Contrast in Cross Category Referencing
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.
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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 784-784.
Weixing Ford, University of Houston, USA
Parthasarathy Krishnamurthy, University of Houston, USA
NA - Advances in Consumer Research Volume 42 | 2014
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