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The Dichotomy Heuristic in Choice: How Contrast Makes Decisions Easier - Couverture souple

Krishen, Anjala; Nakamoto, Kent; Herr, Paul M.

 
9783639454789: The Dichotomy Heuristic in Choice: How Contrast Makes Decisions Easier
Couverture souple
ISBN 10 : 3639454782 ISBN 13 : 9783639454789
Editeur : AV Akademikerverlag, 2012

Synopsis

Revision with unchanged content. In this book, we propose that there are multiple factors, such as the education process and the consumption environment, which work to simultaneously create an opposition framework. People are constantly exposed to rival products, which are positioned to be opposites even when they are often extremely similar in chemical content and physical appearance. Thus, the implications of the recency-frequency model of activation (Higgins, Bargh and Lombardi 1985) would be that these proximal factors could, in some sense, prime dichotomous thinking. Dichotomous or oppositional thinking, as it is defined in this book, pertains to the flattening of dimensions present in a choice set such that the items can be graphically depicted at two ends of one dimension (see Figure 2 and Figure 3). We will first explore the impact of a dichotomous mindset on making a decision and then expand to the realm of opposition in choice set structures. Our findings show that when choices are presented in a dichotomous way, individuals find them less frustrating while maintaining their satisfaction with their choice.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Présentation de l'éditeur

Revision with unchanged content. In this book, we propose that there are multiple factors, such as the education process and the consumption environment, which work to simultaneously create an opposition framework. People are constantly exposed to rival products, which are positioned to be opposites even when they are often extremely similar in chemical content and physical appearance. Thus, the implications of the recency-frequency model of activation (Higgins, Bargh and Lombardi 1985) would be that these proximal factors could, in some sense, prime dichotomous thinking. Dichotomous or oppositional thinking, as it is defined in this book, pertains to the flattening of dimensions present in a choice set such that the items can be graphically depicted at two ends of one dimension (see Figure 2 and Figure 3). We will first explore the impact of a dichotomous mindset on making a decision and then expand to the realm of opposition in choice set structures. Our findings show that when choices are presented in a dichotomous way, individuals find them less frustrating while maintaining their satisfaction with their choice.

Biographie de l'auteur

Anjala Krishen earned her B.S. in Elec. Engg. in 1990. From 1990 to 2003, she worked in IT positions and completed her MBA. In 2003, she embarked on her M.S. and Ph.D. in Marketing at Virginia Tech. Paul M. Herr is professor and chair of the marketing division at the Leeds School of Business, University of Colorado, Boulder. Prof. Herr earned his AB in psychology from Oberlin College and his PhD in Social Psychology from Indiana University.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
AV Akademikerverlag
Date d'édition
2012
Langue
anglais
ISBN 10 
3639454782
ISBN 13 
9783639454789
Reliure
Broché
Nombre de pages
208
Coordonnées du fabricant
non disponible
Personne responsable
non disponible