The Impact of Trade-Off Type on Extremeness Aversion

Consumers have a preference for middle options, but does this hold when trading off different attribute types? Three studies show that when consumers trade off avoidance attributes (credit cards’ interest rates and annual fees), they choose extreme options more in comparison to trade-offs on approach attributes (food tastiness and healthiness).


Anneleen Van Kerckhove, Jing Lei, and Dries Benoit (2019) ,"The Impact of Trade-Off Type on Extremeness Aversion", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 686-686.


Anneleen Van Kerckhove, University of Ghent, Belgium
Jing Lei, University of Melbourne, Australia
Dries Benoit, Ghent University, Belgium


NA - Advances in Consumer Research Volume 47 | 2019

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