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Related Experiment Videos

Coping with Unfavorable Attribute Values in Choice.

Luce1, Payne, Bettman

  • 1Wharton School, University of Pennsylvania

Organizational Behavior and Human Decision Processes
|March 9, 2000
PubMed
Summary
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Decision makers facing quality-price trade-offs with unfavorable options may choose higher quality as an emotion-focused coping strategy. This choice helps manage negative emotions arising from difficult decisions.

Area of Science:

  • Decision Science
  • Consumer Psychology
  • Behavioral Economics

Background:

  • Consumers often face choices with trade-offs between quality and price.
  • Understanding decision-making under unfavorable conditions is crucial for consumer behavior research.

Purpose of the Study:

  • To investigate how decision-makers cope with quality-price trade-offs when alternatives have unfavorable quality values.
  • To examine the role of emotion and coping mechanisms in these choices.

Main Methods:

  • Experimental design manipulating quality-attribute values (favorable vs. unfavorable).
  • Analysis of choice behavior between higher-quality/higher-price and lower-quality/lower-price alternatives.
  • Controlled for cognitive factors like attribute range and importance.

Related Experiment Videos

Main Results:

  • Choices involving unfavorable quality values trigger negative emotions.
  • Higher quality selection serves as an emotion-focused coping mechanism.
  • Coping-motivated choices persist even when cognitive factors are controlled.

Conclusions:

  • Negative emotions associated with unfavorable quality influence choice behavior.
  • Selecting higher quality can be a strategy to mitigate negative feelings during decision-making.
  • The study highlights the impact of emotional coping on consumer choices beyond purely cognitive assessments.