Structural comparison and consumer choice

Structural comparison and consumer choice

Psychological research has demonstrated important parallels between the structural alignment process involved in judgments of similarity and the processes that are involved in analogical reasoning. Gradually, this work on comparisons was applied to consumer choice. In this paper, we review the influ...

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Veröffentlicht in:Journal of consumer psychology 2010-04, Vol.20 (2), p.126-137
Hauptverfasser: Markman, Arthur B., Loewenstein, Jeffrey
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Sprache:eng
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Advertising
Analogical reasoning
Analogies
Consumers
Judgments
Marketing
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container_title Journal of consumer psychology
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creator Markman, Arthur B.
Loewenstein, Jeffrey
description Psychological research has demonstrated important parallels between the structural alignment process involved in judgments of similarity and the processes that are involved in analogical reasoning. Gradually, this work on comparisons was applied to consumer choice. In this paper, we review the influence of structural alignment on choices among a set of options. Then, we discuss extensions of this work to comparative advertising and to the role of analogy in marketing communication. Finally, we discuss important extensions to structural alignment suggested by this work such as the key role that affect plays in comparisons made during the choice process.
doi_str_mv 10.1016/j.jcps.2010.01.002
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source Applied Social Sciences Index & Abstracts (ASSIA); Jstor Complete Legacy; Wiley Online Library Journals Frontfile Complete
subjects Advertising
Analogical reasoning
Analogies
Consumers
Judgments
Marketing
title Structural comparison and consumer choice
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