Prominence Versus Dominance: How Relationships Between Alternatives Drive Decision Strategy and Choice

We document a novel context effect in which preference for an option superior on a prominent attribute relative to an option superior on a non-prominent attribute decreases when dominating and/or dominated options are inserted in the choice set. We show this occurs because the additional options trigger different decision strategies.



Citation:

Ioannis Evangelidis and Jonathan Levav (2013) ,"Prominence Versus Dominance: How Relationships Between Alternatives Drive Decision Strategy and Choice", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .

Authors

Ioannis Evangelidis, Rotterdam School of Management, Erasmus University, The Netherlands
Jonathan Levav, Stanford Graduate School of Business, Stanford University, USA



Volume

NA - Advances in Consumer Research Volume 41 | 2013



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