Abstract

http://ssrn.com/abstract=930084
 
 

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Will Products Look More Attractive When Presented Separately or Together?


Christopher K. Hsee


University of Chicago - Booth School of Business

France Leclerc


University of Chicago - Marketing Management


Journal of Consumer Research, Vol. 25, No. 2, 1998

Abstract:     
This research examines whether each of two different options of comparable overall quality will be perceived more positively when presented in isolation and evaluated separately(separate evaluation) or when juxtaposed and evaluated side by side (joint evaluation).Six studies, involving either judgment or choive as the dependent variable, reveal a general principle: If the focal options are already attractive(relative to their natural reference)in separate evaluation, then subjecting these options to joint evaluation will hurt their attractiveness If the focal options are unattractive (relative to their reference) in separate evaluation, subjecting them to joint evaluation will enhance their attractivenss.

Number of Pages in PDF File: 13

Keywords: joint evaluation, separate evaluation, reference, evaluability

JEL Classification: D81, D11, D12, D91

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Date posted: October 11, 2006  

Suggested Citation

Hsee, Christopher K. and Leclerc, France, Will Products Look More Attractive When Presented Separately or Together?. Journal of Consumer Research, Vol. 25, No. 2, 1998. Available at SSRN: http://ssrn.com/abstract=930084

Contact Information

Christopher K. Hsee (Contact Author)
University of Chicago - Booth School of Business ( email )
5807 S. Woodlawn Avenue
Chicago, IL 60637
United States
France Leclerc
University of Chicago - Marketing Management ( email )
Walker 407A
Chicago, IL 60637
United States
773-702-1928 (Phone)
773-702-0458 (Fax)
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