Using visualization to alter the balance between desirability and feasibility during choice

Abstract

Abstract We extend Wyer, Hung and Jiang's (2008) analysis of visualization to consider how it could overcome the tendency for consumers to focus much more heavily on end states and goals that products and services are intended to meet and underweight the steps consumers need to take to bring about those outcomes. We summarize related literature on consumers' mental construal of end state desirability in relation to feasibility and apply it to rebate redemption, where there is strong evidence that consumers make suboptimal economic decisions that underweight redemption feasibility. Our data confirm benefits for visualization but only for those who have a propensity to visualize. Both visualization and equivalent thought about rebate redemption steps produce choice reversals and attitude–behavior inconsistency.