Between a Rock and a Hard Place: Focalism in Evaluations of Consumer Choice

Consumers are frequently called upon to evaluate the quality of their decisions. Logically, that quality is a function not only of the option chosen, but the option(s) rejected as well. The research presented here, however, suggests that when consumers evaluate the quality of a decision they focus on the features of the option chosen more than the features of the option(s) rejected (even when they are known). As a result, decisions tend to be deemed wise when the chosen option is positive and foolish when it is negative—occasionally even when the rejected option(s) are just as positive or negative.



Citation:

Justin Kruger and Jeremy Burrus (2007) ,"Between a Rock and a Hard Place: Focalism in Evaluations of Consumer Choice", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 216-220.

Authors

Justin Kruger, New York University, USA
Jeremy Burrus, Columbia University, USA



Volume

NA - Advances in Consumer Research Volume 34 | 2007



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