Attribute Conflict in Consumer Decision Making: The Role of Task Compatibility
AbstractPast 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..
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Bibliographic InfoArticle provided by University of Chicago Press in its journal Journal of Consumer Research.
Volume (Year): 34 (2008)
Issue (Month): 5 (08)
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Web page: http://www.journals.uchicago.edu/JCR/
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- 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.
- 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.
- Parthasarathy Krishnamurthy & Anish Nagpal, 2010. "Making choices under conflict: The impact of decision frames," Marketing Letters, Springer, vol. 21(1), pages 37-51, March.
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