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Highlighting attributes: When less is more

Author

Listed:
  • Basu Mallik, Arkarup
  • Bhattacharya, Mihir
  • Bhowmik, Anuj

Abstract

Highlighting different sets of attributes can significantly influence consumer choice, even when the underlying set of alternatives remains constant. This paper proposes a novel framework to model this phenomenon using standard choice-theoretic tools, attributing the effect to limited consumer attention. We posit that highlighting specific attributes alters the consumer’s consideration set, filtering which options are evaluated. To formalize this, we introduce the Attributes Competition Filter (ACF), a mechanism that determines whether an alternative remains in consideration based on the interaction between available options and highlighted attributes. We provide an axiomatic characterization of this choice procedure through two key conditions: Single Reversal in Attributes (SRA), which permits a single reversal in choice as the set of highlighted attributes contracts, and Contraction Consistency with Fixed Attributes (CCFA), which imposes standard rationality on choices when the highlighted attributes are held fixed.

Suggested Citation

  • Basu Mallik, Arkarup & Bhattacharya, Mihir & Bhowmik, Anuj, 2026. "Highlighting attributes: When less is more," Economics Letters, Elsevier, vol. 264(C).
    • Handle: RePEc:eee:ecolet:v:264:y:2026:i:c:s0165176526001680
    DOI: 10.1016/j.econlet.2026.112974
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    JEL classification:

    • D00 - Microeconomics - - General - - - General
    • D01 - Microeconomics - - General - - - Microeconomic Behavior: Underlying Principles
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making

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