Context Effects of Recommendations Are Stronger Than Those of Psychological Distance Or Direction of Comparison

Although the effect of psychological distance and prospect theory has been broadly witnessed in recent consumer research, these effects seem to vanish when comparison takes place in the context of recommendation. This study serves as a warning against an overly optimistic view of the applicability of these popular theories.


Shuzo Abe, Yoshiyuki Okuse, Takashi Ideno, Yuki Tamari, and Kazuhisa Takemura (2015) ,"Context Effects of Recommendations Are Stronger Than Those of Psychological Distance Or Direction of Comparison", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 775-775.


Shuzo Abe, Yokohama National University
Yoshiyuki Okuse, Senshu University
Takashi Ideno, Waseda University
Yuki Tamari, Waseda University
Kazuhisa Takemura, Waseda University


NA - Advances in Consumer Research Volume 43 | 2015

Share Proceeding

Featured papers

See More


Want to Stick to Your Goals? Think about “Dissimilar” Alternatives that You’ve Forgone!

Hye-young Kim, University of Chicago, USA
Oleg Urminsky, University of Chicago, USA

Read More


C1. Promoting Subjective Preferences in Simple Choices During Sleep

Sizhi Ai, First Affiliated Hospital of Xinxiang Medical University
Yunlu Yin, University of Hong Kong
Yu Chen, Peking University
Lin Lu, Peking University
Lusha Zhu, Peking University
Jie Shi, Peking University

Read More


Magic Hands? How Hand-Holding Appeal, Food Type, and Contamination Effects Impact Food Advertising Effectiveness

Chun-Tuan Chang, National Sun Yat-sen University
Xing-Yu (Marcos) Chu, Nanjing University
Chun-Chen Tsai, National Sun Yat-sen University
Dickson Tok, National Sun Yat-sen 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.