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Feedback weakens the attraction effect in repeated choices

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  • Sowon Ahn
  • Juyoung Kim
  • Young-Won Ha

Abstract

The present article examines how learning differs depending on the presence or absence of feedback and whether the impact of learning is sufficiently strong to override the attraction effect. The influence of repeated choices and immediate feedback was investigated in two studies. In study 1, participants were asked to choose the best quality option between two (a core set) and three (an extended set with an asymmetrically dominated option) options before and after learning, with or without feedback. Study 2 was a replication of study 1 with a more complex choice task. The results of both studies demonstrated that learning from feedback induced trade-off rule learning and decreased the magnitude of the attraction effect. Copyright Springer Science+Business Media New York 2015

Suggested Citation

  • Sowon Ahn & Juyoung Kim & Young-Won Ha, 2015. "Feedback weakens the attraction effect in repeated choices," Marketing Letters, Springer, vol. 26(4), pages 449-459, December.
    • Handle: RePEc:kap:mktlet:v:26:y:2015:i:4:p:449-459
    DOI: 10.1007/s11002-014-9281-6
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    1. Marcel Lichters & Paul Bengart & Marko Sarstedt & Bodo Vogt, 2017. "What really matters in attraction effect research: when choices have economic consequences," Marketing Letters, Springer, vol. 28(1), pages 127-138, March.
    2. 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.
    3. K. Sivakumar, 2016. "A unified conceptualization of the attraction effect," AMS Review, Springer;Academy of Marketing Science, vol. 6(1), pages 39-58, June.
    4. 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.
    5. 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.

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