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.



Citation:

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.

Authors

Weixing Ford, University of Houston, USA
Parthasarathy Krishnamurthy, University of Houston, USA



Volume

NA - Advances in Consumer Research Volume 42 | 2014



Share Proceeding

Featured papers

See More

Featured

M1. How Rewarding is Your Rewards Program? Experiential vs. Material Rewards

Ayalla Ruvio, Michigan State University, USA
Farnoosh Khodakarami, Michigan State University, USA
Clay Voorhees, Michigan State University, USA

Read More

Featured

Data-Driven Computational Brand Perception

Sudeep Bhatia, University of Pennsylvania, USA
Christopher Olivola, Carnegie Mellon University, USA

Read More

Featured

A5. Trusting the Tweeting President: Inside the Donald's reality: Gaslighting, pschometrics and social media

Dianne Dean, University of Hull
Fiona Walkley, Hull University Business School
Robin Croft, Brunel University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.