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Deliberation does not make the attraction effect disappear: The role of induced cognitive reflection

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  • Kumar Padamwar, Pravesh
  • Kumar Kalakbandi, Vinay
  • Dawra, Jagrook

Abstract

The human brain is known to process information using fast and intuitive processing (System I) and deliberative or reflective processing (System II). Both these systems work simultaneously and complementarily to aid decision-making and preference construction. The attraction effect is a choice anomaly that occurs when consumer preference between two alternatives polarizes toward one of the alternatives upon the inclusion of a third (asymmetrically dominated) option. Past studies have shown that suppression of System II magnifies the attraction effect and, thereby, concluded that the attraction effect is a result of System I. In our experimental studies, contrary to these past studies, we find a robust attraction effect when the reflective processing (System II) is induced using a priming procedure. We rule out several possible alternative explanations of our findings and discuss potential research implications.

Suggested Citation

  • Kumar Padamwar, Pravesh & Kumar Kalakbandi, Vinay & Dawra, Jagrook, 2023. "Deliberation does not make the attraction effect disappear: The role of induced cognitive reflection," Journal of Business Research, Elsevier, vol. 154(C).
    • Handle: RePEc:eee:jbrese:v:154:y:2023:i:c:s0148296322008001
    DOI: 10.1016/j.jbusres.2022.113335
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    References listed on IDEAS

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