Minding the Mindsets in Context Effects

Consumers process and represent information differently depending on the level at which it is construed (Trope & Liberman 2003). However, little is known about how different construal-levels/mindsets impact judgment biases arising from the context of a decision (Huber, Payne & Puto 1982). We examine the effect of abstract vs. concrete mindsets on three common judgment biases. Five studies show that, compared to a concrete mindset, an abstract mindset decreases compromise effect, increases attraction effect, and decreases impact of back-ground comparisons. We explain that results arise because of differential focus on local trade-offs in the two mindsets.


Uzma Khan, Meng Zhu, and Ajay Kalra (2010) ,"Minding the Mindsets in Context Effects", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 153-156 .


Uzma Khan, Stanford University, USA
Meng Zhu, Carnegie Mellon University, USA
Ajay Kalra, Rice University, USA


NA - Advances in Consumer Research Volume 37 | 2010

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