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Knowledge, Information Mode, and the Attraction Effect

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  • Sen, Sankar

Abstract

This article focuses on the complex role of category knowledge in context effects by examining how knowledge interacts with the mode of information presentation (verbal vs. numerical) to moderate the magnitude of the attraction effect. On the basis of Chakravarti and Lynch's framework for understanding context effects and prior research on consumer knowledge we delineate two distinct influences of knowledge on the choice process and demonstrate that the moderating influence of knowledge on the attraction effect varies with the information mode. When the choice set information is presented numerically, greater category knowledge attenuates the attraction effect, but when information is presented verbally, greater knowledge actually increases the size of the attraction effect. The implications of these findings for the role of knowledge in consumer context effects are discussed. Copyright 1998 by the University of Chicago.

Suggested Citation

  • Sen, Sankar, 1998. " Knowledge, Information Mode, and the Attraction Effect," Journal of Consumer Research, Oxford University Press, vol. 25(1), pages 64-77, June.
  • Handle: RePEc:oup:jconrs:v:25:y:1998:i:1:p:64-77
    DOI: 10.1086/209527
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    File URL: http://dx.doi.org/10.1086/209527
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    Cited by:

    1. Gomez, Yolanda & Martínez-Molés, Víctor & Urbano, Amparo & Vila, Jose, 2016. "The attraction effect in mid-involvement categories: An experimental economics approach," Journal of Business Research, Elsevier, vol. 69(11), pages 5082-5088.
    2. K. Sivakumar, 2016. "A unified conceptualization of the attraction effect," AMS Review, Springer;Academy of Marketing Science, vol. 6(1), pages 39-58, June.
    3. Chang, Shin-Shin & Chang, Chung-Chau & Liao, Yen-Yi, 2015. "A joint examination of effects of decision task type and construal level on the attraction effect," Journal of Economic Psychology, Elsevier, vol. 51(C), pages 168-182.
    4. Gonzalez-Prieto, David & Sallan, Jose M. & Simo, Pep & Carrion, Raimon, 2013. "Effects of the addition of simple and double decoys on the purchasing process of airline tickets," Journal of Air Transport Management, Elsevier, vol. 29(C), pages 39-45.
    5. Kurt A. Carlson & Samuel D. Bond, 2006. "Improving Preference Assessment: Limiting the Effect of Context Through Pre-exposure to Attribute Levels," Management Science, INFORMS, vol. 52(3), pages 410-421, March.
    6. 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.
    7. Laroche, Michel & Takahashi, Ikuo & Kalamas, Maria & Teng, Lefa, 2005. "Modeling the selection of fast-food franchises among Japanese consumers," Journal of Business Research, Elsevier, vol. 58(8), pages 1121-1131, August.
    8. Marcel Lichters & Marko Sarstedt & Bodo Vogt, 2015. "On the practical relevance of the attraction effect: A cautionary note and guidelines for context effect experiments," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 5(1), pages 1-19, June.
    9. George D. Farmer & Wael El-Deredy & Andrew Howes & Paul A. Warren, 2015. "The attraction effect in motor planning decisions," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 10(5), pages 503-510, September.
    10. Holger Müller & Eike Kroll & Bodo Vogt, 2012. "Do real payments really matter? A re-examination of the compromise effect in hypothetical and binding choice settings," Marketing Letters, Springer, vol. 23(1), pages 73-92, March.
    11. Davies, Antony & Cline, Thomas W., 2005. "A consumer behavior approach to modeling monopolistic competition," Journal of Economic Psychology, Elsevier, vol. 26(6), pages 797-826, December.
    12. Bonaccio, Silvia & Reeve, Charlie L., 2006. "Consideration of preference shifts due to relative attribute variability," Organizational Behavior and Human Decision Processes, Elsevier, vol. 101(2), pages 200-214, November.
    13. Marcel Lichters & Marko Sarstedt & Bodo Vogt, 2015. "On the practical relevance of the attraction effect: A cautionary note and guidelines for context effect experiments," AMS Review, Springer;Academy of Marketing Science, vol. 5(1), pages 1-19, June.
    14. Babin, Barry J. & Babin, Laurie, 2001. "Seeking something different? A model of schema typicality, consumer affect, purchase intentions and perceived shopping value," Journal of Business Research, Elsevier, vol. 54(2), pages 89-96, November.

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