In this book, we propose that there are multiple factors, such as
the education process and the consumption environment, which work
to simultaneously create an opposition framework. People are
constantly exposed to rival products, which are positioned to be
opposites even when they are often extremely similar in chemical
content and physical appearance. Thus, the implications of the
recency-frequency model of activation (Higgins, Bargh and Lombardi
1985) would be that these proximal factors could, in some sense,
prime dichotomous thinking. Dichotomous or oppositional thinking,
as it is defined in this book, pertains to the flattening of
dimensions present in a choice set such that the items can be
graphically depicted at two ends of one dimension (see Figure 2 and
Figure 3). We will first explore the impact of a dichotomous
mindset on making a decision and then expand to the realm of
opposition in choice set structures. Our findings show that when
choices are presented in a dichotomous way, individuals find them
less frustrating while maintaining their satisfaction with their
choice.
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