Context Effects in Consumer Judgment and Choice

Paul M. Herr, Indiana University
Frank R. Kardes, Massachusetts Institute of Technology
ABSTRACT - A set of diverse views on so-called attraction and substitution effects are presented. These views include questions of the very existence of the effects, examinations of possible mediators of the effects and finally, an investigation of the process underlying attraction and substitution. Although different methodologies may be responsible for some of the disagreement, and different mediating factors may exist, it is suggested that a more fundamental problem exists. Specifically, it is argued that we are relatively uninformed with respect to any process which might be responsible for producing these violations of the regularity principle. In order to fully understand the attraction and substitution effects it is necessary to examine the processes which produce them.
[ to cite ]:
Paul M. Herr and Frank R. Kardes (1989) ,"Context Effects in Consumer Judgment and Choice", in NA - Advances in Consumer Research Volume 16, eds. Thomas K. Srull, Provo, UT : Association for Consumer Research, Pages: 195-196.