Penny Wise and Pound Foolish- the Interaction Between Ease of Comparison and Cognitive Effort and Its’ Impact on Preference and Choice Change

It is proposed that the interaction between ease of comparison and cognitive effort determines the importance of attributes. It is demonstrated that when cognitive effort to process information about choice-options is high (vs. low), consumers will give weight to ease-to-compare attributes in comparison, therefore preference and choice change.



Citation:

na xiao (2020) ,"Penny Wise and Pound Foolish- the Interaction Between Ease of Comparison and Cognitive Effort and Its’ Impact on Preference and Choice Change", 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: 1217-1217.

Authors

na xiao, Laurentian University



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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