Joint presentation reduces the effect of emotion on evaluation of public actions

In four experiments conducted on the world wide web, subjects evaluated the priority of policies presented separately or presented jointly in pairs, and/or reported their emotional responses to the problem that each policy addressed. Strength of emotional responses was more strongly related to priority when policies were presented separately than when they were presented jointly. We found evidence for one mechanism that could produce these results: joint presentation increases the evaluability of the policies, thus increasing the influence of cognitive evaluations of importance on priority judgements, and reducing the relative influence of emotional responses. We also found evidence that importance can affect emotional responses. We found no evidence for other mechanisms in which the emotions evoked by one item spread to the other item in joint presentation. The role of evaluability points to the applied value of evaluating policies in the context of alternatives.     

To Partition or Not to Partition: Role of Trade-in Price on Consumer Evaluations of Purchases Involving Trade-Ins

Many new purchases involve consumers trading in their old product at the same time, requiring them to assume the dual role of a buyer and a seller in the overall exchange. This research examines how framing the overall exchange as a partitioned transaction with separate prices for the new purchase and the trade-in, or a consolidated transaction with a single net price after accounting for the trade-in price, affects consumer preferences. We find that consumers prefer a partitioned (consolidated) transaction when the relative trade-in price is high (low). Unlike previous explanations based on heuristic processing and differential importance of the trade-in price, our reasoning is that partitioning (vs. consolidating) prices makes salient and enables evaluability of the trade-in price. In the absence of specific referents, consumers rely on the new purchase price to evaluate the merits of the trade-in price. Consistent with our reasoning, we identify boundary conditions for the findings. The presence of a favorable referent for the trade-in and whether the new purchase and the trade-in are (perceived to be) in the same product category attenuate the reliance on the new purchase price as a referent. Our findings have important theoretical and managerial implications.