Structural comparison and consumer choice

Arthur B. Markman, Jeffrey Loewenstein

Research output: Contribution to journalReview articlepeer-review


Psychological research has demonstrated important parallels between the structural alignment process involved in judgments of similarity and the processes that are involved in analogical reasoning. Gradually, this work on comparisons was applied to consumer choice. In this paper, we review the influence of structural alignment on choices among a set of options. Then, we discuss extensions of this work to comparative advertising and to the role of analogy in marketing communication. Finally, we discuss important extensions to structural alignment suggested by this work such as the key role that affect plays in comparisons made during the choice process.

Original languageEnglish (US)
Pages (from-to)126-137
Number of pages12
JournalJournal of Consumer Psychology
Issue number2
StatePublished - Apr 2010
Externally publishedYes

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing


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