Monetary and affective judgments of consumer goods: modes of evaluation matter

Participants who evaluated 2 positively valued items separately reported more positive attraction (using affective and monetary measures) than those who evaluated the same two items as a unit. In Experiments 1-3, this separate/unitary evaluation effect was obtained when participants evaluated products that they were purchasing for a friend. Similar findings were obtained in Experiments 4 and 5 when we considered the amount participants were willing to spend to purchase insurance for items that they currently owned. The averaging/summation model was contrasted with several theoretical perspectives and implicated averaging and summation integration processes in how items are evaluated. The procedural and theoretical similarities and differences between this work and related research on unpacking, comparison processes, public goods, and price bundling are discussed. Overall, the results support the operation of integration processes and contribute to an understanding of how these processes influence the evaluation and valuation of private goods.