Between a Rock and a Hard Place: Desirability Based Attenuation of the Attraction Effect

Selin A. Malkoc, Washington University in St. Louis, USA
William Hedgcock, University of Iowa, USA
Steve Hoeffler, Vanderbilt University, USA
Many important decisions involve choosing between options that are undesirable — the proverbial “lesser of two evils.” Five studies show that attraction effect is observed in desirable domains, but not in undesirable domains. We further demonstrate that a processing shift in desirable domains is the main driver of this asymmetric effect.
[ to cite ]:
Selin A. Malkoc, William Hedgcock, and Steve Hoeffler (2011) ,"Between a Rock and a Hard Place: Desirability Based Attenuation of the Attraction Effect", 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.