Can Side-By-Side Comparisons Compromise Decision Outcomes? a Construal-Level View of Evaluation-Mode Effects
Should consumers evaluate their choice options one at a time or simultaneously to make best consumption decisions? Counter to naïve intuition, our research shows that side-by-side comparisons can undermine decision outcomes by lowering the level of construal and raising the importance of secondary attributes during product evaluation and choice.
Olya Bryksina and na xiao (2020) ,"Can Side-By-Side Comparisons Compromise Decision Outcomes? a Construal-Level View of Evaluation-Mode Effects", 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: 234-235.
Olya Bryksina, University of Winnipeg
na xiao, Laurentian University
NA - Advances in Consumer Research Volume 48 | 2020
Q7. Desire in Performed Consumption: Examining the Case of Korean Beauty Vlogging
Marie-Eve Jodoin, HEC Montreal, Canada
Marie-Agnès Parmentier, HEC Montreal, Canada
Understanding Consumer Sensory Preferences: An Ethnographic Investigation of Sensory Flamboyance and Subtlety in India
Tanuka Ghoshal, Baruch College, USA
Russell W. Belk, York University, Canada
Good Gets Better, Bad Gets Worse: The Polarizing Effect of Rating a Consumption Experience
Nahid Ibrahim, University of Alberta, Canada
Gerald Häubl, University of Alberta, Canada
Rory Waisman, University of Alberta, Canada