Global Context: Extremeness Aversion in a Dual Context Setting

This research investigates the role of the “global” context—like the reputation of a retailer—in driving extremeness aversion. For example, global extremeness aversion can lead to consumers choosing less expensive items from Whole Foods than they would if choosing from exactly the same set of options sold at Walmart.


Ryan Hamilton, Oleg Urminsky, and Gülen Serial-Abi (2017) ,"Global Context: Extremeness Aversion in a Dual Context Setting", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 101-106.


Ryan Hamilton, Emory University, USA
Oleg Urminsky, University of Chicago, USA
Gülen Serial-Abi, University of Bocconi, Italy


NA - Advances in Consumer Research Volume 45 | 2017

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