The Effect of Interpersonal and Interproduct Comparison on Product Choice

EXTENDED ABSTRACT - Consumers rely on comparisons to determine the best product for themselves. Previous research has shown that consumers infer their personal valuation of alternatives from the portfolio of market offerings and some information about their own relative tastes (Prelec, Wernerfelt, and Zettelmeyer 1997). Participants who were asked to indicate in which segment of quality their preferred product lay (their Aideal point@) and then asked to give the percentile rank of each product in an array were likely to choose the product closest to their ideal point. Unfortunately, this reliance on interproduct rather than absolute information about products in a distribution contributes to errorful consumption decisions. For instance, Prelec et al. (1997) demonstrated that, given a distribution of ponchos, consumers who believed they are shorter than average purchased the shortest poncho despite the fact that the longest poncho was a better fit.


Katherine A. Burson (2004) ,"The Effect of Interpersonal and Interproduct Comparison on Product Choice", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 41-42.


Katherine A. Burson, University of Michigan


NA - Advances in Consumer Research Volume 31 | 2004

Share Proceeding

Featured papers

See More


Beyond Subjectivity: Competing Governance Regimes and the Socio-Material Construction of Rational Consumer Action

Lena Pellandini-Simanyi, Università della Svizzera Italiana

Read More


B6. A Study About the Moderator Effect of the Information Trust in the Relationships Between the Users´ Participation in Virtual Communities and the Benefits Obtained.

Sara Campo, Autonomous University of Madrid
Jano Jiménez, Autonomous University of Madrid
Natalia Rubio, Universidad Autónoma of Madrid
Nieves Villaseñor, Universidad Autónoma of Madrid
Mªjesus Yague, Universidad Autónoma of Madrid

Read More


A5. Trusting the Tweeting President: Inside the Donald's reality: Gaslighting, pschometrics and social media

Dianne Dean, University of Hull
Fiona Walkley, Hull University Business School
Robin Croft, Brunel University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.