Choice Context From Distal Similarity Signals

Uzma Khan, Stanford University, USA
Ab Litt, Stanford University, USA
Itamar Simonson, Stanford University, USA
People over-generalize similarity in one domain to normatively unrelated domains. This inferred similarity serves as an influential contextual factor in decision-making. We show that similarity signals from unrelated product reviews induce asymmetric dominance between choice options with otherwise identical specifications. Implications for choice and product-recommendation efficacy are discussed.
[ to cite ]:
Uzma Khan, Ab Litt, and Itamar Simonson (2011) ,"Choice Context From Distal Similarity Signals", 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.