The Role of Common Features in Decision Conflict Resolution

Anish Nagpal, The University of Melbourne, Australia
Adwait Khare, Quinnipiac University, USA
Tilottama Chowdhury, Quinnipiac University, USA
Ameet Pandit, The University of Melbourne, Australia
During decision conflict resolution, features that are shared among alternatives are thought to cancel out and not play any role in choice because they are non-diagnostic; only the unique features help the consumer make a decision. In this research, we specifically examine how features that are shared among alternatives affect decision difficulty. Our results indicate that common attributes do matter; they do not simply cancel out. Further, how common attributes matter seems to depend on the type of decision conflict. Under approach-approach conflict, common attributes enhance the perceived advantage; thereby increasing the ease in decision-making. However, under avoidance-avoidance conflict, common attributes seem to enhance the perceived disadvantage, thereby increasing decision difficulty.
[ to cite ]:
Anish Nagpal, Adwait Khare, Tilottama Chowdhury, and Ameet Pandit (2009) ,"The Role of Common Features in Decision Conflict Resolution", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 977-978.