The Role of Similarity When Considering Alternatives in Purchase Decisions

We explore how considering alternative ways to spend money impacts purchase interest for a target item. We find that consumers are relatively less interested in purchasing a target item when they consider alternatives that are dissimilar to the target items versus alternatives that are similar.



Citation:

Liz Friedman, Jennifer Savary, and Ravi Dhar (2015) ,"The Role of Similarity When Considering Alternatives in Purchase Decisions", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 80-84.

Authors

Liz Friedman, Yale University, USA
Jennifer Savary, Yale University, USA
Ravi Dhar, Yale University, USA



Volume

NA - Advances in Consumer Research Volume 43 | 2015



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