Set-Fit Effects in Choice

We show how the “fit” of an item with a set of similar items affects choice. People have a notion of a set that fits together; one where the contents are all-similar, or all-different, on salient attributes. This results in choices reflecting “set-fit”, leading to predictable shifts in preferences.


Ellen R. K. Evers, Yoel Inbar, and Marcel Zeelenberg (2013) ,"Set-Fit Effects in Choice", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 329-329.


Ellen R. K. Evers, Tilburg University, The Netherlands
Yoel Inbar, Tilburg University, The Netherlands
Marcel Zeelenberg, Tilburg University, The Netherlands


E - European Advances in Consumer Research Volume 10 | 2013

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