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From quality to quantity: The role of common features in consumer preference
Su, Yin1,2; Rao, Li-Lin1; Li, Xingshan1; Wang, Yong1; Li, Shu1; Li, S (reprint author), Chinese Acad Sci, Inst Psychol, Key Lab Behav Sci, 4A Datun Rd, Beijing 100101, Peoples R China.
2012-12-01
Source PublicationJOURNAL OF ECONOMIC PSYCHOLOGY
ISSN0167-4870
SubtypeArticle
Volume33Issue:6Pages:1043-1058
Contribution Rank1
AbstractAlthough previous studies of consumer choice have found that common features of alternatives are cancelled and that choices are based only on unique features, a recent study has suggested that common features are canceled only when they are irrelevant in regard to all unique features. The present study hypothesized that the role of a common feature in consumer choice depends on its quantity as well as its quality. Experiments 1 and 2 tested this hypothesis and the equate-to-differentiate account by varying the quality and the quantity of common features. Experiment 3 examined the cognitive process that was proposed to serve as the mechanism for the common feature effect using eye-tracking methodology. This study provided further insight into conditions when the cancellation-and-focus model applies. Study results revealed an attribute-based tradeoff process underlying multiple-attribute decision making, and suggested an avenue through which marketers might influence consumer choices. (C) 2012 Elsevier B.V. All rights reserved.
KeywordCommon features Cancellation-and-focus model Equate-to-differentiate approach Eye-tracking Attribute-based strategies
Subject AreaSocial Psychology
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Indexed BySSCI
Language英语
WOS IDWOS:000312229600002
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Cited Times:15[WOS]   [WOS Record]     [Related Records in WOS]
Document Type期刊论文
Identifierhttp://ir.psych.ac.cn/handle/311026/12825
Collection中国科学院行为科学重点实验室
Corresponding AuthorLi, S (reprint author), Chinese Acad Sci, Inst Psychol, Key Lab Behav Sci, 4A Datun Rd, Beijing 100101, Peoples R China.
Affiliation1.Chinese Acad Sci, Inst Psychol, Key Lab Behav Sci, Beijing 100101, Peoples R China
2.Chinese Acad Sci, Grad Univ, Beijing 100101, Peoples R China
Recommended Citation
GB/T 7714
Su, Yin,Rao, Li-Lin,Li, Xingshan,et al. From quality to quantity: The role of common features in consumer preference[J]. JOURNAL OF ECONOMIC PSYCHOLOGY,2012,33(6):1043-1058.
APA Su, Yin,Rao, Li-Lin,Li, Xingshan,Wang, Yong,Li, Shu,&Li, S .(2012).From quality to quantity: The role of common features in consumer preference.JOURNAL OF ECONOMIC PSYCHOLOGY,33(6),1043-1058.
MLA Su, Yin,et al."From quality to quantity: The role of common features in consumer preference".JOURNAL OF ECONOMIC PSYCHOLOGY 33.6(2012):1043-1058.
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