How Comparison Standards and Political Ideology Influence Tradeoffs Between Absolute and Relative Outcomes
Prior work indicates that consumers’ preferences are influenced by social comparisons and temporal comparisons, but the relative strength of the two comparison standards remains in question. The present research shows that temporal (vs. social) standards have a stronger impact on individuals’ preferences and demonstrates the moderating role of political ideology.
Sokiente Dagogo-Jack and Joshua Beck (2017) ,"How Comparison Standards and Political Ideology Influence Tradeoffs Between Absolute and Relative Outcomes", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 217-221.
Sokiente Dagogo-Jack, Boston College, USA
Joshua Beck, University of Oregon, USA
NA - Advances in Consumer Research Volume 45 | 2017
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