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Context Effects without a Context: Attribute Balance as a Reason for Choice

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  • Alexander Chernev

Abstract

This article extends the notion of context effects beyond the relational properties of choice alternatives to include attribute balance as a reason for choice. The data reported in two experiments demonstrate that attribute balance has a significant impact on extremeness-aversion and trade-off-contrast effects reported in prior research. The proposition that consumers use attribute balance as a reason for choice is further supported by the finding that attribute balance moderates the impact of justification on the strength of extremeness aversion and trade-off contrast. These findings offer a new perspective on the decision processes underlying context effects in choice. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Alexander Chernev, 2005. "Context Effects without a Context: Attribute Balance as a Reason for Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(2), pages 213-223, September.
    • Handle: RePEc:oup:jconrs:v:32:y:2005:i:2:p:213-223
    DOI: 10.1086/432231
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    Cited by:

    1. 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.
    2. Lunn, Pete & Bohacek, Marek & Somerville, Jason & Ni Choisdealbha, Aine & McGowan, Feidhlim, 2016. "PRICE Lab: An Investigation of Consumers’ Capabilities with Complex Products," Research Series, Economic and Social Research Institute (ESRI), number BKMNEXT306.
    3. Yin-Hui Cheng & Shin-Shin Chang & Shih-Chieh Chuang & Ming-Wei Yu, 2012. "The impact of purchase quantity on the compromise effect: The balance heuristic," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 7(4), pages 499-512, July.
    4. Hristina Nikolova & Cait Lamberton, 2016. "Men and the Middle: Gender Differences in Dyadic Compromise Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(3), pages 355-371.
    5. Moser, Riccarda & Raffaelli, Roberta, 2011. "Exploiting cut-off information to incorporate context effect: a discrete choice experiment on small fruits in a Alpine region," 2011 International Congress, August 30-September 2, 2011, Zurich, Switzerland 114646, European Association of Agricultural Economists.
    6. Alexander Dilger & Thomas Gehrig & Marko Sarstedt, 2019. "(Ir)Rationality of decisions in business research and practice: introduction to the special issue," Business Research, Springer;German Academic Association for Business Research, vol. 12(1), pages 1-7, April.
    7. J-J Huang, 2009. "Revised behavioural models for riskless consumer choice," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 60(9), pages 1237-1243, September.
    8. repec:cup:judgdm:v:7:y:2012:i:4:p:499-512 is not listed on IDEAS
    9. Jih-Jeng Huang, 2012. "Further explanations for context effects: a perspective of ideal and reference points," Quality & Quantity: International Journal of Methodology, Springer, vol. 46(1), pages 281-290, January.
    10. 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.
    11. Deng Li & Chengqin Yu & Ying Tan & Jiaqi Liu, 2024. "Optimization Method of Fog Computing High Offloading Service Based on Frame of Reference," Mathematics, MDPI, vol. 12(5), pages 1-19, February.
    12. 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.
    13. Müller, Holger & Benjamin Kroll, Eike & Vogt, Bodo, 2010. "“Fact or artifact? Empirical evidence on the robustness of compromise effects in binding and non-binding choice contextsâ€," Journal of Retailing and Consumer Services, Elsevier, vol. 17(5), pages 441-448.
    14. Xin Xu & Viswanath Venkatesh & Kar Yan Tam & Se-Joon Hong, 2010. "Model of Migration and Use of Platforms: Role of Hierarchy, Current Generation, and Complementarities in Consumer Settings," Management Science, INFORMS, vol. 56(8), pages 1304-1323, August.
    15. Lunn, Pete & Bohacek, Marek & McGowan, Feidhlim, 2016. "The Surplus Identification Task and Limits to Multi-Attribute Consumer Choice," Papers WP536, Economic and Social Research Institute (ESRI).
    16. 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.
    17. Cheng, Yin-Hui & Chuang, Shih-Chieh & Pei-I Yu, Annie & Lai, Wan-Ting, 2019. "Change in your wallet, change your choice: The effect of the change-matching heuristic on choice," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 67-76.
    18. Lichters, Marcel & Müller, Holger & Sarstedt, Marko & Vogt, Bodo, 2016. "How durable are compromise effects?," Journal of Business Research, Elsevier, vol. 69(10), pages 4056-4064.

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