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The Influence of Categorical Attributes on Choice Context Effects

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  • Young‐Won Ha
  • Sehoon Park
  • Hee‐Kyung Ahn
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    Abstract

    This article documents the influence of categorical attributes on choice context effects. We demonstrate that the asymmetric dominance effect is attenuated by the introduction of a unique categorical feature in the competing option, while the tendency to prefer a middle option is not significantly affected. Our findings indicate that the presence of an important/salient categorical attribute facilitates “editing out” of the asymmetrically dominated option, weakening the asymmetric dominance effect. Further, when initial category‐based elimination is enforced, the asymmetric dominance effect and the tendency to prefer a middle option are both mitigated.

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    File URL: http://www.jstor.org/stable/pdfplus/10.1086/599045
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    File URL: http://www.jstor.org/stable/full/10.1086/599045
    Download Restriction: Access to the online full text or PDF requires a subscription.

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 36 (2009)
    Issue (Month): 3 ()
    Pages: 463 - 477

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    Handle: RePEc:ucp:jconrs:doi:10.1086/599045

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. Celedon, Paulina & Milberg, Sandra & Sinn, Francisca, 2013. "Attraction and superiority effects in the Chilean marketplace: Do they exist with real brands?," Journal of Business Research, Elsevier, vol. 66(10), pages 1780-1786.
    2. Wen Mao & Harmen Oppewal, 2012. "The attraction effect is more pronounced for consumers who rely on intuitive reasoning," Marketing Letters, Springer, vol. 23(1), pages 339-351, March.

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