Expectation-Based Effects of Common Attributes on Choice

We investigate how consumers make tradeoffs in the presence versus absence of non-differentiating attributes. We propose that non-differentiating attributes can favor a particular alternative in the set because consumers judge performance on that attribute not based on face value, but based on the difference between face and expected value instead.


Ioannis Evangelidis and Stijn M.J. van Osselaer (2016) ,"Expectation-Based Effects of Common Attributes on Choice", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 98-102.


Ioannis Evangelidis, Bocconi University, Italy
Stijn M.J. van Osselaer, Samuel Curtis Johnson Graduate School of Management, Cornell University, USA


NA - Advances in Consumer Research Volume 44 | 2016

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