Construct · 1 fields · 1 citations

highlighting versus balancing: a standalone construct

One name. One construct. A landmark on the map.

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highlightingversus balancing1 CONSTRUCTHighlighting versusDHAR · CONSUMER RESEARCH

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Consumer research

two patterns in sequential consumption choices: highlighting picks the same goal again, while balancing alternates between goals such as indulgence and virtue.

In consumer research, highlighting versus balancing refers to two patterns in sequential consumption choices: highlighting picks the same goal again, while balancing alternates between goals such as indulgence and virtue. This meaning comes from Dhar (1999) in Journal of Marketing Research.[1]

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Nearby constructs

consumption3 fields · 5 citationsjingle · one word, three constructs

References

  1. Dhar, R., & Simonson, I. (1999). Making Complementary Choices in Consumption Episodes: Highlighting versus Balancing. Journal of Marketing Research, 36(1), 29-44. https://doi.org/10.1177/002224379903600103

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