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
A Penny for Self-disgust: The Effects of Favorable Review Reward on Consumers Behavior
Qingqing Guo, Shanghai Jiao Tong University
Liangyan Wang, Shanghai Jiao Tong University
Bing Han, Shanghai Jiao Tong University
Evan Polman, University of Wisconsin - Madison, USA
Sam J. Maglio, University of Toronto Scarborough
R6. The Anatomy of a Rival: The Influence of Inequity and Resentment on Rival Brands
Diego Alvarado-Karste, University of North Texas
Blair Kidwell, University of North Texas