The asymmetric impact of context on advantaged versus disadvantaged options

Ioannis Evangelidis, Jonathan Levav, Itamar Simonson

Producció científica: Article en revista indexadaArticleAvaluat per experts

17 Cites (Scopus)


Despite substantial prior research regarding the effect of context on choices, uncertainty remains regardingwhen particular context effectswill be observed. In this article, the authors advance a new perspective on contextdependent choices, according to which context effects are a function of the relative advantage of one option over another and of the different strategies that decision makers evoke when making a choice. They propose that context effects resulting from the addition of a third option to a two-option set are more frequently observed when the added option is relatively similar (adjacent) to the "disadvantaged" alternative (i.e., the lower-share option) in the set. The authors conduct a series of studies to analyze the occurrence of context effects and find support for predictions related to asymmetric dominance and extremeness aversion.

Idioma originalAnglès
Pàgines (de-a)239-253
Nombre de pàgines15
RevistaJournal of Marketing Research
Estat de la publicacióPublicada - d’abr. 2018
Publicat externament


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