Monday, November 26, 2012

Reversed Scope Sensitivity: The Collapse of Feeling-based Valuation for Multiple Desirable Objects

ZHANG Kuangjie, SWELDENS Steven, WADHWA Monica
Reversed Scope Sensitivity: The Collapse of Feeling-based Valuation for Multiple Desirable Objects Advances in Consumer Research 40 (2013) 909-910

We propose that consumers’ feeling-based valuation can exhibit reversed scope sensitivity, according to which a set of multiple different products can be valued less than the valuation of a single product from that set. This reversed scope sensitivity is driven by consumers’ inability to vividly imagine multiple different objects simultaneously.