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Attribute Conflict in Consumer Decision Making: The Role of Task Compatibility

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  • Anish Nagpal
  • Parthasarathy Krishnamurthy

Abstract

Past research holds that a decision between two unattractive alternatives is more difficult than one between two attractive alternatives. We argue that this conclusion may rest on the the task of "choosing" adopted in the past research. A task of choosing requires an attractiveness judgment that is compatible with attractive alternatives but incompatible with unattractive alternatives. We test this thesis by reversing the compatibility using a reject task that requires judgment of unattractiveness. Two studies find that compatibility between alternative valence and task influences decision time, decision difficulty, attribute recall, and effort, underscoring the role of the task in the study of attribute conflict. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Anish Nagpal & Parthasarathy Krishnamurthy, 2008. "Attribute Conflict in Consumer Decision Making: The Role of Task Compatibility," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(5), pages 696-705, August.
    • Handle: RePEc:oup:jconrs:v:34:y:2008:i:5:p:696-705
    DOI: 10.1086/521903
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    Citations

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    Cited by:

    1. Chang, Shin-Shin & Chang, Chung-Chau & Liao, Yen-Yi, 2015. "A joint examination of effects of decision task type and construal level on the attraction effect," Journal of Economic Psychology, Elsevier, vol. 51(C), pages 168-182.
    2. Anish Nagpal & Adwait Khare & Tilottama Chowdhury & Lauren Labrecque & Ameet Pandit, 2011. "The impact of the amount of available information on decision delay: The role of common features," Marketing Letters, Springer, vol. 22(4), pages 405-421, November.
    3. repec:cup:judgdm:v:16:y:2021:i:1:p:36-56 is not listed on IDEAS
    4. Mourali, Mehdi & Nagpal, Anish, 2013. "The powerful select, the powerless reject: Power's influence in decision strategies," Journal of Business Research, Elsevier, vol. 66(7), pages 874-880.
    5. Parthasarathy Krishnamurthy & Anish Nagpal, 2010. "Making choices under conflict: The impact of decision frames," Marketing Letters, Springer, vol. 21(1), pages 37-51, March.
    6. Subramanya Prasad Chandrashekar & Jasmin Weber & Sze Ying Chan & Won Young Cho & Tsz Ching Connie Chu & Bo Ley Cheng & Gilad Feldman, 2021. "Accentuation and compatibility: Replication and extensions of Shafir (1993) to rethink choosing versus rejecting paradigms," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 16(1), pages 36-56, January.
    7. Nagpal, Anish & Lei, Jing & Khare, Adwait, 2015. "To Choose or to Reject: The Effect of Decision Frame on Food Customization Decisions," Journal of Retailing, Elsevier, vol. 91(3), pages 422-435.
    8. Deparis, Stéphane & Mousseau, Vincent & Öztürk, Meltem & Pallier, Christophe & Huron, Caroline, 2012. "When conflict induces the expression of incomplete preferences," European Journal of Operational Research, Elsevier, vol. 221(3), pages 593-602.
    9. Lu, Jingyi & Chen, Yuqi & Fang, Qingwen, 2022. "Promoting decision satisfaction: The effect of the decision target and strategy on process satisfaction," Journal of Business Research, Elsevier, vol. 139(C), pages 1231-1239.

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