Roads Or Rome? How Product Categorization Shapes the Attributions and Consequences of Choice Difficulty
We propose that framing options as representing different product categories (vs. one category) leads consumers to attribute choice difficulty experiences to preference uncertainty (vs. option quality), which influences downstream information search. The effect of categorization on attribution is mediated by whether people perceive they are choosing among goals vs. means.
Xiang Wang and Aner Sela (2020) ,"Roads Or Rome? How Product Categorization Shapes the Attributions and Consequences of Choice Difficulty", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1175-1180.
Xiang Wang, University of Florida, USA
Aner Sela, University of Florida, USA
NA - Advances in Consumer Research Volume 48 | 2020
The Impact of Price and Size Comparisons on Consumer Perception and Choice
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Harmen Oppewal, Monash University, Australia
Yongfu He, Monash University, Australia
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