000			nam a22 4500
999			_c48882 _d48882
003			OSt
005			20180115162054.0
008			180115b xxu||||| |||| 00| 0 eng d
100			_aSela, Aner _929181
245			_aComparison Neglect in Upgrade Decisions
300			_a556-571.p.
520			_aTo properly evaluate a potential product upgrade, consumers should compare the upgraded option with the product they already own to assess the upgrade’s added utility. However, although consumers explicitly and spontaneously acknowledge the importance of comparing the upgrade with the status quo, the authors find that they often fail to do so. Consequently, consumers frequently buy product upgrades that they would not have bought had they followed their own advice. Five experiments, involving both real and hypothetical upgrade decisions, show that even when the status quo option is represented in the decision context, if consumers are not explicitly prompted to reflect on it or compare it with the upgraded option, they often do not compare it with the upgrade and thus show an elevated likelihood of upgrading. The experiments suggest that this “comparison neglect” increases upgrade likelihood by making people overlook the similarities between the upgraded and status quo options and that it persists even when deliberation effort is high. The findings have important implications for theory, marketing practice, and consumer welfare.
653			_astatus quo bias
653			_acomparison
653			_aproduct upgrades
653			_afocalism
653			_a consumerism
700			_aLeBoeuf, Robyn A. _929182
773	0		_029534 _966987 _aERDEN, TULIN _o5557769 _tJOURNAL OF MARKETING RESEARCH _x0022-2437
942			_2ddc _cJA-ARTICLE