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.



Citation:

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.

Authors

Olya Bryksina, University of Winnipeg
na xiao, Laurentian University



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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