The asymmetric impact of context on advantaged versus disadvantaged options

I. Evangelidis*, Jonathan Levav, Itamar Simonson

*Corresponding author for this work

Research output: Indexed journal article Articlepeer-review

20 Citations (Scopus)

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 languageEnglish
Pages (from-to)239-253
Number of pages15
JournalJournal of Marketing Research
Volume55
Issue number2
DOIs
Publication statusPublished - Apr 2018
Externally publishedYes

Keywords

  • Asymmetric dominance
  • Attraction effect
  • Compromise effect
  • Extremeness aversion
  • Similarity

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