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Attribute Evaluability and the Range Effect

Author

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  • Catherine W. M. Yeung
  • Dilip Soman

Abstract

We examine situations in which (a) consumers choose between options that vary on two attributes that are different in their evaluability and (b) the ranges for both attributes change simultaneously. As the ranges widen, the range effect makes perceptual differences on both attributes look smaller. However, our framework suggests that the attributes' evaluability influences the strength of the range effect and that perceptual judgments of the two attributes are affected to different degrees. This changes the relative preference between the options. We found that when the range is wide, preference shifts toward the option having a greater amount of the high evaluability attribute. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Catherine W. M. Yeung & Dilip Soman, 2005. "Attribute Evaluability and the Range Effect," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(3), pages 363-369, December.
    • Handle: RePEc:oup:jconrs:v:32:y:2005:i:3:p:363-369
    DOI: 10.1086/497547
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    Citations

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    Cited by:

    1. Krzysztof Kontek & Michal Lewandowski, 2018. "Range-Dependent Utility," Management Science, INFORMS, vol. 64(6), pages 2812-2832, June.
    2. Jamie P. Monat, 2009. "The benefits of global scaling in multi-criteria decision analysis," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 4(6), pages 492-508, October.
    3. Li, Xilin & Hsee, Christopher K., 2019. "Beyond preference reversal: Distinguishing justifiability from evaluability in joint versus single evaluations," Organizational Behavior and Human Decision Processes, Elsevier, vol. 153(C), pages 63-74.
    4. Landry, Peter & Webb, Ryan, 2021. "Pairwise normalization: A neuroeconomic theory of multi-attribute choice," Journal of Economic Theory, Elsevier, vol. 193(C).
    5. Debi Mishra & Junhong Min & M. Deniz Dalman, 2012. "An Empirical Assessment of Stimulus Presentation Mode Bias in Conjoint Analysis," Post-Print hal-04325786, HAL.
    6. Adelle Yang & Christopher Hsee & Xingshan Zheng, 2012. "The AB Identification Survey: Identifying Absolute versus Relative Determinants of Happiness," Journal of Happiness Studies, Springer, vol. 13(4), pages 729-744, August.
    7. repec:cup:judgdm:v:4:y:2009:i:6:p:492-508 is not listed on IDEAS
    8. Jaikumar, Saravana & Sahay, Arvind, 2016. "Effect of Overlapping Price Ranges on Price Perception: Revisiting the Range Theory of Price Perception," IIMA Working Papers WP2016-02-02, Indian Institute of Management Ahmedabad, Research and Publication Department.
    9. Yeujun Yoon & Yating Fu & Jaewoo Joo, 2021. "Unintended CSR Violation Caused by Online Recommendation," Sustainability, MDPI, vol. 13(7), pages 1-14, April.
    10. M. Pandelaere & B. Briers, 2011. "How to Make a 29% Increase Look Bigger: Numerosity Effects in Option Comparisons," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 11/712, Ghent University, Faculty of Economics and Business Administration.
    11. Reich, Taly & Savary, Jennifer & Kupor, Daniella, 2021. "Evolving choice sets: The effect of dynamic (vs. static) choice sets on preferences," Organizational Behavior and Human Decision Processes, Elsevier, vol. 164(C), pages 147-157.

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