Will Products Look More Attractive When Presented Separately or Together?

13 Pages Posted: 11 Oct 2006

See all articles by Christopher K. Hsee

Christopher K. Hsee

University of Chicago - Booth School of Business

France Leclerc

University of Chicago - Marketing Management

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.

Keywords: joint evaluation, separate evaluation, reference, evaluability

JEL Classification: D81, D11, D12, D91

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: https://ssrn.com/abstract=930084

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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