Context Effects on Consumer Choice: Do Brands Matter?

A great deal of research has documented that consumers´ judgments and choices are affected by the context, in particular, the relative positions of alternatives under consideration (e.g., Huber and Puto 1983; Pan and Lehmann 1993; Simonson 1989; Simonson and Tversky 1992). For example, researchers have found that consumers prefer alternatives that are in superior or compromise positions in the choice set. A superior position is one in which an alternative dominates other alternatives on one or more product attributes, whereas a compromise alternative is one that is positioned between other non-dominated alternatives (e.g., Simonson 1989).

Citation:

Francisca Sinn, Sandra Milberg, and Leonardo Epstein (2006) ,"Context Effects on Consumer Choice: Do Brands Matter?", in LA - Latin American Advances in Consumer Research Volume 1, eds. Silvia Gonzalez and David Luna, Duluth, MN : Association for Consumer Research, Pages: 31-32.