Allocation Between Alternatives: the Role of Tradeoffs

We show that relatively symmetric allocation results from a deliberative decision process where consumers engage in tradeoffs. More tradeoffs result in reduced differences in attributes weights thereby making alternatives appear equally appealing. We thus address the gap in the allocation literature by identifying the process underlying symmetric (and asymmetric) allocation.


Nicha Tanskul, Nivriti Chowdhry, and Ajay Kalra (2018) ,"Allocation Between Alternatives: the Role of Tradeoffs", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 247-248.


Nicha Tanskul, Custom Asia Co. Ltd., Thailand
Nivriti Chowdhry, Rice University, USA
Ajay Kalra, Rice University, USA


E - European Advances in Consumer Research Volume 11 | 2018

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