Comparison Focus: the Asymmetric Impact of Context Effects on Advantaged Versus Disadvantaged Options

Ioannis Evangelidis, Bocconi University, Italy
Jonathan Levav, Stanford University, USA
Itamar Simonson, Stanford University, USA
In this paper we advance a new hypothesis, comparison focus, that invokes the relative advantage of one option over another in the baseline set to predict how changes in choice set configuration influence choice shares. Comparison focus predicts both replications and reversals of established context effects.
[ to cite ]:
Ioannis Evangelidis, Jonathan Levav, and Itamar Simonson (2016) ,"Comparison Focus: the Asymmetric Impact of Context Effects on Advantaged Versus Disadvantaged Options", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 435-435.