Choosing Apples Vs. Oranges: the Role of Construal Levels in Non-Comparable Choices

While most consumer research has focused on choices made across comparable options, we explore choices made across non-comparable options. The key difference may be the ready availability of decision criteria versus the need to create a general one (Bettman & Sujan, 1987). We propose that construal levels will affect the ease with which general decision criteria can be created, and in doing so, will also influence choice behavior. Through a series of studies, we demonstrate that an abstract construal level decreases choice deferral rates and increases choice satisfaction for non-comparable choices and yet has the reverse effect on comparable choices.


Eunice Kim, Uzma Khan, and Ravi Dhar (2008) ,"Choosing Apples Vs. Oranges: the Role of Construal Levels in Non-Comparable Choices", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 26-30.


Eunice Kim, Yale University
Uzma Khan, Stanford University
Ravi Dhar, Yale University


NA - Advances in Consumer Research Volume 35 | 2008

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