Will Products Look More Attractive When Presented Separately or Together?
Christopher K. Hsee
University of Chicago - Booth School of Business
University of Chicago - Marketing Management
Journal of Consumer Research, Vol. 25, No. 2, 1998
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
Date posted: October 11, 2006