Will Products Look More Attractive When Presented Separately Or Together?
Year: 1998
Type: article
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.
Source: Journal of Consumer Research
DOI: 10.1086/209534
Authors: Christopher K. Hsee, France Leclerc
Institution: University of Chicago
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W1981781755