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Cancelation efficiency: Why the effect of comparison direction strengthens with choice set size

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  • Hung, Yu-Chen
  • Yeung, Catherine W.M.

Abstract

Past research has shown that, when consumers compare two options, they pay more attention to one option (the focal option) and weigh its unique features more heavily than those of the other option. This leads to a stronger (weaker) preference for the focal option when each option has uniquely favorable (unfavorable) features. This research shows that the effect becomes more pronounced as the number of options increases. This is due to a higher efficiency in eliminating common attributes from the comparison when succeeding options are considered, which grants more extensive elaboration of the unique features of the focal option.

Suggested Citation

  • Hung, Yu-Chen & Yeung, Catherine W.M., 2011. "Cancelation efficiency: Why the effect of comparison direction strengthens with choice set size," International Journal of Research in Marketing, Elsevier, vol. 28(2), pages 102-108.
    • Handle: RePEc:eee:ijrema:v:28:y:2011:i:2:p:102-108
    DOI: 10.1016/j.ijresmar.2011.02.003
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    References listed on IDEAS

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    1. Dhar, Ravi & Sherman, Steven J, 1996. "The Effect of Common and Unique Features in Consumer Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 23(3), pages 193-203, December.
    2. Sanbonmatsu, David M. & Kardes, Frank R. & Gibson, Bryan D., 1991. "The role of attribute knowledge and overall evaluations in comparative judgment," Organizational Behavior and Human Decision Processes, Elsevier, vol. 48(1), pages 131-146, February.
    3. Mantel, Susan Powell & Kardes, Frank R, 1999. "The Role of Direction of Comparison, Attribute-Based Processing, and Attitude-Based Processing in Consumer Preference," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(4), pages 335-352, March.
    4. Bruine de Bruin, Wandi & Keren, Gideon, 2003. "Order effects in sequentially judged options due to the direction of comparison," Organizational Behavior and Human Decision Processes, Elsevier, vol. 92(1-2), pages 91-101.
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