13 Pages Posted: 11 Oct 2006
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: 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