The Impact of Goal Framing on the Choose–Reject Discrepancy

Removing options from a fully loaded model (rejecting) typically leads to a larger final option set than adding options to a base model (choosing), resulting in a choose-reject discrepancy. In two studies, we find that it is possible to take advantage of information processing differences in choosing versus rejecting to modify the finding that rejecting options from a fully-loaded model leads to more options in the final option set compared to adding options to a base model.


Parthasarathy Krishnamurthy and Anish Nagpal (2008) ,"The Impact of Goal Framing on the Choose–Reject Discrepancy", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 784-785.


Parthasarathy Krishnamurthy, University of Houston
Anish Nagpal, University of Melbourne, Australia


NA - Advances in Consumer Research Volume 35 | 2008

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