Motivation and Capacity in the Selection of Comparison Standards

Gains may be valued by comparing them with alternatives that are present at the time of comparison or with alternatives that are absent. We offer a two-stage model in which people initially make "present comparisons," and subsequently make "absent comparisons" when they have sufficient cognitive resources and motivation. People who won the greater of two amounts were equally happy when they won $5 as when they won $3; but people who won the lesser of two amounts were happier with $5 than with $3. The latter effect disappeared when cognitive load prevented people from making absent comparisons.



Citation:

Karim Kassam, Carey Morewedge, and Daniel Gilbert (2010) ,"Motivation and Capacity in the Selection of Comparison Standards", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 215-218 .

Authors

Karim Kassam, Harvard University, USA
Carey Morewedge, Carnegie Mellon University, USA
Daniel Gilbert, Harvard University, USA



Volume

NA - Advances in Consumer Research Volume 37 | 2010



Share Proceeding

Featured papers

See More

Featured

Conjuring Creativity: The Impact of Fear

Ilgım Dara Benoit, Appalachian State University
Elizabeth Miller, University of Massachusetts, USA

Read More

Featured

Cultural Values and Consumers’ Brand Preference

Jessie J. Wang, Miami University, Ohio
Ashok K Lalwani, Indiana University, USA
Devon DelVecchio, Miami University, Ohio

Read More

Featured

Communicating a Promise of Change: Visual Steps Enhance Process Imagery

Luca Cian, University of Virginia, USA
aradhna krishna, University of Michigan, USA
Chiara Longoni, Boston University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.