Compatibility Theory
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.
Citation:
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.
Authors
Ioannis Evangelidis, Bocconi University, Italy
Stijn M. J. van Osselaer, Cornell University, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
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
Featured
Di$tance
Evan Polman, University of Wisconsin - Madison, USA
Sam J. Maglio, University of Toronto Scarborough
Featured
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