Abstract
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.
Original language | English |
---|---|
Pages (from-to) | 239-253 |
Number of pages | 15 |
Journal | Journal of Marketing Research |
Volume | 55 |
Issue number | 2 |
DOIs | |
Publication status | Published - Apr 2018 |
Externally published | Yes |
Keywords
- Asymmetric dominance
- Attraction effect
- Compromise effect
- Extremeness aversion
- Similarity