When Trade-Offs Matter: The Effect of Choice Construal on Context Effects

Everyday decisions present consumers with several trade-offs. In turn, these trade-offs can influence the decision outcome. The authors show that the level at which people construe a choice can affect trade-off making, such that a high construal of a choice decreases comparative trade-offs relative to a low construal. They use six studies to illustrate the idea in three important trade-off-relevant context effects. The results show that a high (versus a low) construal decreases the compromise and background-contrast effects and increases the attraction effect by reducing attribute-level trade-offs.

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APA-Format Citation

Khan, U., Zhu, M., & Kalra, A. (2011). When trade-offs matter: The effect of choice construal on context effects. Journal of Marketing Research48(1), 62-71.