Set-Fit Effects in Choice

Ellen Evers, Tilburg University, The Netherlands
Yoel Inbar, Tilburg University, The Netherlands
Marcel Zeelenberg, Tilburg University, The Netherlands
We show how the “fit” of an item with a set of similar items affects choice. People have a notion of a set that fits together—one where the contents are all-similar, or all-different, on salient attributes. This results in choices reflecting “set-fit” and predictable shifts in preferences.
[ to cite ]:
Ellen Evers, Yoel Inbar, and Marcel Zeelenberg (2013) ,"Set-Fit Effects in Choice", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.