Context Effects Under Prominence

Ioannis Evangelidis, Rotterdam School of Management, Erasmus University Rotterdam, the Netherlands
Jonathan Levav, Graduate School of Business, Stanford University
Itamar Simonson, Graduate School of Business, Stanford University
We investigate how changes in choice set configuration affect choice when one attribute is more important than another (prominence). We propose that the probability that consumers will use differences in attribute weights when constructing their preference decreases as a function of introducing relational properties in the choice set.
[ to cite ]:
Ioannis Evangelidis, Jonathan Levav, and Itamar Simonson (2014) ,"Context Effects Under Prominence", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 467-468.