By Paul Conner
On 06/08/2011
To Compare or Not To Compare: That is a Question.
How marketers can influence consumer decisions when they have and don’t have a feature-based competitive advantage
Our apologies to Bill Shakespeare for destroying his famous quote. Perhaps we can recover by providing marketers some better-spoken advice related to selling their products and services.
Our advice is based upon well-founded research on “construal levels.” Simply stated, construal levels refer to particular cognitive styles consumers use when they evaluate and decide whether or not to purchase a particular product or service.
Basically, two levels of construal are most often distinguished:
