Prominence Versus Dominance: How Relationships Between Alternatives Drive Decision Strategy and Choice

Ioannis Evangelidis, Rotterdam School of Management, Erasmus University, The Netherlands
Jonathan Levav, Stanford Graduate School of Business, Stanford University, USA
We document a novel context effect in which preference for an option superior on a prominent attribute relative to an option superior on a non-prominent attribute decreases when dominating and/or dominated options are inserted in the choice set. We show this occurs because the additional options trigger different decision strategies.
[ to cite ]:
Ioannis Evangelidis and Jonathan Levav (2013) ,"Prominence Versus Dominance: How Relationships Between Alternatives Drive Decision Strategy and Choice", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.