Speaker：Prof. ZHANG Ying (Guanghua School of Management,Peking University)

Time：9:30-11:30 May 3,2017(Wednesday)

Site：B127

Abstract：Prior research suggests that consumers tend to opt for the middle-options when choosing from alternatives trading off on two negatively correlated attributes (e.g., tastiness and healthiness of food items). In this research, we propose that the outcome of these trade-off decisions does not need to be a compromised option, and instead it depends on the process through which these choices are made. In five sets of studies we show that, holding the actual choice options unchanged, consumers are more likely to make an extreme final choice prioritizing a single attribute rather than compromising, when they follow a hierarchical decision process as compared to a flat one-step process.