Perceptual Prominence Effects in Consumer Choice

Sehoon Park, Sogang University, Republic of Korea
Moon-Yong Kim, Dongguk University, Republic of Korea
Se-Hyuk Park, College of William and Mary, USA
We propose that when asymmetrically dominated decoys are added to the binary choice set, perceptual prominence at the attribute level can decrease or increase the choice share of the target depending on the location of the added decoys (frequency vs. range) in the set, which will moderate the strength of the attraction effect. Further, we show that the proposed effects are a function of consumers’ types of processing (by attribute vs. by group).
[ to cite ]:
Sehoon Park, Moon-Yong Kim, and Se-Hyuk Park (2011) ,"Perceptual Prominence Effects in Consumer Choice", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.