Less Is Better: When Low-value Options Are Valued More Highly than High-value Options
نویسنده
چکیده
This research demonstrates a less-is-better eect in three contexts: (1) a person giving a $45 scarf as a gift was perceived to be more generous than one giving a $55 coat; (2) an over®lled ice cream serving with 7 oz of ice cream was valued more than an under®lled serving with 8 oz of ice cream; (3) a dinnerware set with 24 intact pieces was judged more favourably than one with 31 intact pieces (including the same 24) plus a few broken ones. This less-is-better eect occurred only when the options were evaluated separately, and reversed itself when the options were juxtaposed. These results are explained in terms of the evaluability hypothesis, which states that separate evaluations of objects are often in ̄uenced by attributes which are easy to evaluate rather than by those which are important. # 1998 John Wiley & Sons, Ltd. Journal of Behavioral Decision Making, 11: 107±121 (1998)
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