In this paper we advance a theory that describes how people evaluate attribute values. We propose that evaluations may be based on four different inputs that are ordered based on a combination of cognitive effort and diagnosticity. We provide support for our framework in 13 studies.
Ioannis Evangelidis and Stijn M. J. van Osselaer (2018) ,"Compatibility Theory", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 538-538.
Ioannis Evangelidis, Bocconi University, Italy
Stijn M. J. van Osselaer, Cornell University, USA
NA - Advances in Consumer Research Volume 46 | 2018
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