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The Asymmetric Impact of Context on Advantaged Versus Disadvantaged Options

The Asymmetric Impact of Context on Advantaged Versus Disadvantaged Options

 Evangelidis, Ioannis
 2018.
 p. 239-253. English
SimilarityAsymmetric dominanceAttraction effectCompromise effectExtremeness aversion
Tác giả CN Evangelidis, Ioannis
Nhan đề The Asymmetric Impact of Context on Advantaged Versus Disadvantaged Options / Ioannis Evangelidis, Jonathan Levav, and Itamar Simonson
Thông tin xuất bản 2018.
Mô tả vật lý p. 239-253.
Tóm tắt Despite substantial prior research regarding the effect of context on choices, uncertainty remains regarding when particular context effects will be observed. In this article, the authors advance a new perspective on context-dependent 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.
Từ khóa tự do Similarity
Từ khóa tự do Asymmetric dominance
Từ khóa tự do Attraction effect
Từ khóa tự do Compromise effect
Từ khóa tự do Extremeness aversion
Tác giả(bs) CN Levav, Jonathan
Tác giả(bs) CN Simonson, Itamar
Nguồn trích Journal of Marketing Research: April 2018, - Vol. 55, No. 2.
MARC
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245[1 0] |a The Asymmetric Impact of Context on Advantaged Versus Disadvantaged Options / |c Ioannis Evangelidis, Jonathan Levav, and Itamar Simonson
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300[1 0] |a p. 239-253.
520[ ] |a Despite substantial prior research regarding the effect of context on choices, uncertainty remains regarding when particular context effects will be observed. In this article, the authors advance a new perspective on context-dependent 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.
653[0 ] |a Similarity
653[0 ] |a Asymmetric dominance
653[0 ] |a Attraction effect
653[0 ] |a Compromise effect
653[0 ] |a Extremeness aversion
700[ ] |a Levav, Jonathan
700[ ] |a Simonson, Itamar
773[0 ] |t Journal of Marketing Research: April 2018, |g Vol. 55, No. 2.
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