IDEAS home Printed from https://ideas.repec.org/a/eee/ijrema/v28y2011i2p102-108.html
   My bibliography  Save this article

Cancelation efficiency: Why the effect of comparison direction strengthens with choice set size

Author

Listed:
  • Hung, Yu-Chen
  • Yeung, Catherine W.M.

Abstract

Past research has shown that, when consumers compare two options, they pay more attention to one option (the focal option) and weigh its unique features more heavily than those of the other option. This leads to a stronger (weaker) preference for the focal option when each option has uniquely favorable (unfavorable) features. This research shows that the effect becomes more pronounced as the number of options increases. This is due to a higher efficiency in eliminating common attributes from the comparison when succeeding options are considered, which grants more extensive elaboration of the unique features of the focal option.

Suggested Citation

  • Hung, Yu-Chen & Yeung, Catherine W.M., 2011. "Cancelation efficiency: Why the effect of comparison direction strengthens with choice set size," International Journal of Research in Marketing, Elsevier, vol. 28(2), pages 102-108.
    • Handle: RePEc:eee:ijrema:v:28:y:2011:i:2:p:102-108
    DOI: 10.1016/j.ijresmar.2011.02.003
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0167811611000255
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.ijresmar.2011.02.003?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Dhar, Ravi & Sherman, Steven J, 1996. "The Effect of Common and Unique Features in Consumer Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 23(3), pages 193-203, December.
    2. Sanbonmatsu, David M. & Kardes, Frank R. & Gibson, Bryan D., 1991. "The role of attribute knowledge and overall evaluations in comparative judgment," Organizational Behavior and Human Decision Processes, Elsevier, vol. 48(1), pages 131-146, February.
    3. Mantel, Susan Powell & Kardes, Frank R, 1999. "The Role of Direction of Comparison, Attribute-Based Processing, and Attitude-Based Processing in Consumer Preference," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(4), pages 335-352, March.
    4. Bruine de Bruin, Wandi & Keren, Gideon, 2003. "Order effects in sequentially judged options due to the direction of comparison," Organizational Behavior and Human Decision Processes, Elsevier, vol. 92(1-2), pages 91-101.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Parthasarathy Krishnamurthy & Anish Nagpal, 2010. "Making choices under conflict: The impact of decision frames," Marketing Letters, Springer, vol. 21(1), pages 37-51, March.
    2. Bruine de Bruin, Wandi & Keren, Gideon, 2003. "Order effects in sequentially judged options due to the direction of comparison," Organizational Behavior and Human Decision Processes, Elsevier, vol. 92(1-2), pages 91-101.
    3. Huber, Michaela & Van Boven, Leaf & McGraw, A. Peter & Johnson-Graham, Laura, 2011. "Whom to help? Immediacy bias in judgments and decisions about humanitarian aid," Organizational Behavior and Human Decision Processes, Elsevier, vol. 115(2), pages 283-293, July.
    4. Jungsil Choi & Duane Myer, 2012. "The effect of product positioning in a comparison table on consumers’ evaluation of a sponsor," Marketing Letters, Springer, vol. 23(1), pages 367-380, March.
    5. Su, Yin & Rao, Li-Lin & Li, Xingshan & Wang, Yong & Li, Shu, 2012. "From quality to quantity: The role of common features in consumer preference," Journal of Economic Psychology, Elsevier, vol. 33(6), pages 1043-1058.
    6. Dean C. H. Wilkie & Lester W. Johnson & Wynne W. Chin, 2018. "Does the type of attribute matter? Examining whether underlying factors explain product attribute preference," Journal of Brand Management, Palgrave Macmillan, vol. 25(4), pages 305-321, July.
    7. Besharat, Ali & Langan, Ryan J. & Nguyen, Carlin A., 2016. "Fashionably late: Strategies for competing against a pioneer advantage," Journal of Business Research, Elsevier, vol. 69(2), pages 718-725.
    8. Anish Nagpal & Adwait Khare & Tilottama Chowdhury & Lauren Labrecque & Ameet Pandit, 2011. "The impact of the amount of available information on decision delay: The role of common features," Marketing Letters, Springer, vol. 22(4), pages 405-421, November.
    9. Grohs, Reinhard & Raies, Karine & Koll, Oliver & Mühlbacher, Hans, 2016. "One pie, many recipes: Alternative paths to high brand strength," Journal of Business Research, Elsevier, vol. 69(6), pages 2244-2251.
    10. David Schüller & Thorsten Upmann, 2013. "When Focal Points are Out of Focus: A Game-Theoretic Analysis of Come Dine with Me," CESifo Working Paper Series 4138, CESifo.
    11. repec:cup:judgdm:v:12:y:2017:i:4:p:415-421 is not listed on IDEAS
    12. Anastasiya Pocheptsova & Francine Espinoza Petersen & Jordan Etkin, 2014. "Two birds, one stone? Positive mood makes products seem less useful for multiple-goal pursuit," ESMT Research Working Papers ESMT-14-06, ESMT European School of Management and Technology.
    13. Matthew P. Taylor, 2020. "Liking the long-shot … but just as a friend," Journal of Risk and Uncertainty, Springer, vol. 61(3), pages 245-261, December.
    14. Kuvaas, Bard & Selart, Marcus, 2004. "Effects of attribute framing on cognitive processing and evaluation," Organizational Behavior and Human Decision Processes, Elsevier, vol. 95(2), pages 198-207, November.
    15. Philp, Matthew & Mantonakis, Antonia, 2020. "Guiding the consumer evaluation process and the probability of order-effects-in-choice," Journal of Business Research, Elsevier, vol. 112(C), pages 13-22.
    16. Jie, Yun & Li, Ye, 2022. "Chronological cues and consumers’ preference for mere newness," Journal of Retailing, Elsevier, vol. 98(3), pages 527-541.
    17. Vanschoenwinkel, Janka & Lizin, Sebastien & Swinnen, Gilbert & Azadi, Hossein & Van Passel, Steven, 2014. "Solar cooking in Senegalese villages: An application of best–worst scaling," Energy Policy, Elsevier, vol. 67(C), pages 447-458.
    18. Sanbonmatsu, David M. & Kardes, Frank R. & Posavac, Steven S. & Houghton, David C., 1997. "Contextual Influences on Judgment Based on Limited Information," Organizational Behavior and Human Decision Processes, Elsevier, vol. 69(3), pages 251-264, March.
    19. Chen, Lele & Jing, Kunpeng & Mei, Yupeng, 2024. "The effect of consumption goals on review helpfulness: Behavioral and eye-tracking research," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    20. Evgeny A. Antipov & Elena B. Pokryshevskaya, 2017. "Order effects in the results of song contests: Evidence from the Eurovision and the New Wave," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 12(4), pages 415-419, July.
    21. Boxall, Peter C. & Adamowicz, Wiktor L. & Moon, Amanda, 2009. "Complexity in choice experiments: choice of the status quo alternative and implications for welfare measurement," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 53(4), pages 1-17.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:ijrema:v:28:y:2011:i:2:p:102-108. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/international-journal-of-research-in-marketing/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.