Can Thinking Abstractly Help Choosing From Large Assortments?
Experienced choice conflict depends on how options are represented. Three experiments demonstrated that, when facing large assortments, participants activated with a higher level of representation found options more similar to one another, experienced less choice difficulty, and reported greater satisfaction than those activated with a lower level of representation.
Jing Xu, Zixi Jiang, and Ravi Dhar (2011) ,"Can Thinking Abstractly Help Choosing From Large Assortments? ", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.
Jing Xu, Peking University, Beijing, China
Zixi Jiang, Peking University, China
Ravi Dhar, Yale University, USA
NA - Advances in Consumer Research Volume 38 | 2011
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