The Effect of Option Number in Directional Comparison

Yu-chen Hung , National University of Singapore, Singapore
Catherine Yeung , National University of Singapore, Singapore
Past research has shown consumers focus on one option more than the other when they compare two options by attributes. They attune to focal option’s attributes and compare them with non-focal option. They prefer focal option more (less) when its attributes are attractive (unattractive). This is called “direction- of-comparison” effect. We examined the direction-of-comparison effect in situations where more than two options are considered. We drew implication from precious studies which suggest increasing option make the effect disappear because consumers cannot compare all specific attributes mentally. We, however, showed that the effect was not only sustainable but more prominent in multiple-option settings. We offered an explanation and tested the underlying mechanism.
[ to cite ]:
Yu-chen Hung and Catherine Yeung (2009) ,"The Effect of Option Number in Directional Comparison", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 1018-1018.