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The Influence of Categorical Attributes on Choice Context Effects

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  • Young-Won Ha
  • Sehoon Park
  • Hee-Kyung Ahn

Abstract

This article documents the influence of categorical attributes on choice context effects. We demonstrate that the asymmetric dominance effect is attenuated by the introduction of a unique categorical feature in the competing option, while the tendency to prefer a middle option is not significantly affected. Our findings indicate that the presence of an important/salient categorical attribute facilitates "editing out" of the asymmetrically dominated option, weakening the asymmetric dominance effect. Further, when initial category-based elimination is enforced, the asymmetric dominance effect and the tendency to prefer a middle option are both mitigated.

Suggested Citation

  • Young-Won Ha & Sehoon Park & Hee-Kyung Ahn, 2009. "The Influence of Categorical Attributes on Choice Context Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(3), pages 463-477.
    • Handle: RePEc:oup:jconrs:doi:10.1086/599045
    DOI: 10.1086/599045
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    Cited by:

    1. Radka Kubalová & Martin Klepek, 2022. "Brand Presence in Decision-Making Involving Decoys," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 34(1), pages 9-24.
    2. Liang Guo, 2022. "Testing the Role of Contextual Deliberation in the Compromise Effect," Management Science, INFORMS, vol. 68(6), pages 4326-4355, 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. 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.
    5. Ahn, Heinz & Vazquez Novoa, Nadia, 2016. "The decoy effect in relative performance evaluation and the debiasing role of DEA," European Journal of Operational Research, Elsevier, vol. 249(3), pages 959-967.
    6. Chung Hur & Jiyoung Hwang & Chankoo Yeo, 2020. "The differential impact of consumer’s thinking styles on brand placement: a cross-cultural study," Journal of Brand Management, Palgrave Macmillan, vol. 27(3), pages 300-311, May.
    7. Mehran Spitmaan & Oihane Horno & Emily Chu & Alireza Soltani, 2019. "Combinations of low-level and high-level neural processes account for distinct patterns of context-dependent choice," PLOS Computational Biology, Public Library of Science, vol. 15(10), pages 1-31, October.
    8. Markus Weinmann & Abhay Nath Mishra & Lena Franziska Kaiser & Jan vom Brocke, 2023. "The Attraction Effect in Crowdfunding," Information Systems Research, INFORMS, vol. 34(3), pages 1276-1295, September.
    9. 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.
    10. Wen Mao & Harmen Oppewal, 2012. "The attraction effect is more pronounced for consumers who rely on intuitive reasoning," Marketing Letters, Springer, vol. 23(1), pages 339-351, March.
    11. 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.
    12. Kuppelwieser, Volker G. & Klaus, Phil & Manthiou, Aikaterini & Boujena, Othman, 2019. "Consumer responses to planned obsolescence," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 157-165.

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