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The Influence of External Constraints on Brand Choice: The Lone-Alternative Effect

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  • Glazer, Rashi
  • Kahn, Barbara E
  • Moore, William L

Abstract

In an earlier "Journal of Consumer Research" article, Kahn, Moore, and Glazer examined the phenomenon of constrained choice in experimental settings and found empirical results that ran counter to generally accepted models of hierarchical choice (e.g., preference trees). In this article, the authors reexamine those findings. Specifically, their main purposes are (1) to provide an explanation for the deviations from accepted theoretical models, (2) to suggest operational measures for the new constructs identified by Kahn, Moore, and Glazer, and (3) to propose a modification of hierarchical models that improves choice prediction by adjusting for bias against lone alternatives. Copyright 1991 by the University of Chicago.

Suggested Citation

  • Glazer, Rashi & Kahn, Barbara E & Moore, William L, 1991. "The Influence of External Constraints on Brand Choice: The Lone-Alternative Effect," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(1), pages 119-127, June.
    • Handle: RePEc:oup:jconrs:v:18:y:1991:i:1:p:119-27
    DOI: 10.1086/209246
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    Citations

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    Cited by:

    1. Eugene J. S. Won, 2007. "—A Theoretical Investigation of the Effects of Similarity on Brand Choice Using the Elimination-by-Tree Model," Marketing Science, INFORMS, vol. 26(6), pages 868-875, 11-12.
    2. 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.
    3. Holgar Müller & Eike Benjamin Kroll & Bodo Vogt, 2009. "Fact or Artifact Does the compromise effect occur when subjects face real consequences of their choices?," FEMM Working Papers 09009, Otto-von-Guericke University Magdeburg, Faculty of Economics and Management.
    4. Francisca Sinn & Sandra Milberg & Leonardo Epstein & Ronald Goodstein, 2007. "Compromising the compromise effect: Brands matter," Marketing Letters, Springer, vol. 18(4), pages 223-236, December.
    5. Mark Heitmann & Andreas Herrmann & Christian Kaiser, 2007. "The effect of product variety on purchase probability," Review of Managerial Science, Springer, vol. 1(2), pages 111-131, August.
    6. Hendrickson, Mary K. & James, Harvey S., Jr., 2004. "The Ethics Of Constrained Choice: How The Industrialization Of Agriculture Impacts Farming And Farmer Behavior," Working Papers 26040, University of Missouri Columbia, Department of Agricultural Economics.
    7. 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.
    8. Manrai, Ajay K., 1995. "Mathematical models of brand choice behavior," European Journal of Operational Research, Elsevier, vol. 82(1), pages 1-17, April.
    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," AMS Review, Springer;Academy of Marketing Science, vol. 5(1), pages 1-19, June.

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