Apples, Oranges, and Erasers: The Effect of Considering Similar versus Dissimilar Alternatives on Purchase Decisions

@article{Friedman2018ApplesOA,
  title={Apples, Oranges, and Erasers: The Effect of Considering Similar versus Dissimilar Alternatives on Purchase Decisions},
  author={Elizabeth M. S. Friedman and Jennifer Savary and R. Dhar},
  journal={Journal of Consumer Research},
  year={2018},
  volume={45},
  pages={725-742}
}
When deciding whether to buy an item, consumers sometimes think about other ways they could spend their money. Past research has explored how increasing the salience of outside options (i.e., alternatives not immediately available in the choice set) influences purchase decisions, but whether the type of alternative considered systematically affects buying behavior remains an open question. Ten studies find that relative to considering alternatives that are similar to the target, considering… Expand
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