The Dichotomy Heuristic in Choice : How Contrast Makes Decisions Easier

Language: English

Published by VDM Verlag Dr. Müller Jul 2008, 2008

3836441039 / 9783836441032

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Seller: AHA-BUCH GmbH, Einbeck, GermanyAHA-BUCH GmbH

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Neuware - 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.…

Seller Inventory # 9783836441032

Title
The Dichotomy Heuristic in Choice : How Contrast Makes Decisions Easier
Author
Anjala Krishen
Publisher
VDM Verlag Dr. Müller Jul 2008
Publication year
2008
Condition
Neu
Binding
Taschenbuch
Language
English
ISBN 10
3836441039
ISBN 13
9783836441032
Item weight
350 grams
Dimensions
24.00x0.00x0.00 cm

AHA-BUCH GmbH

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