COMPARISON OF PAIRED CHOICE ALTERNATIVES AND CHOICE CONFLICT

Approach-approach and avoidance-avoidance choice conflicts arise from an independent evaluation of the relative strengths and weaknesses of the features of the choice alternatives. The conflicts can also be det ermined by the manner in which the features are evaluated and highligh ted by the comparison of the choice alternatives. Two such comparison- for-choice effects are addressed. The first is the identification of s hared and unique features of the alternatives by means of a feature-ma tching comparison process. The second involves political choice. Actin g in synergy, negative and positive political advertising campaigns ca n focus the choice on either the bad features or the good features of competing candidates.