Selective versus comparative processing

Simonson et al. (forthcoming) propose a new theory of comparison selection that explains which particular alternatives will be considered in a wide variety of judgment and choice tasks. Comparison selection depends on the latitude of acceptance, comparison fluency, and the interaction between these factors. Importantly, these factors integrate a wide variety of seemingly unrelated variables, and the theory is useful for generating novel hypotheses. However, because comparative processing occurs relatively infrequently, it is important to take a step back and specify the conditions under which comparative processing is likely to occur. Comparative processing is likely only when the motivation and the opportunity to process information carefully are high, when consumers lack knowledge about distributional standards, or when stimulus-based judgment is likely. The two types of processes have different antecedents, consequences, and implications for debiasing.