The Impact of Hierarchical Decisions on Choice Extremeness

Consumers tend to be loss-averse and opt for the middle-options when choosing from alternatives trading off on two attributes. However, our research shows that consumers are more likely to go for the extreme options if they would first decide on a subset of options and then make the final choice.


Jing Lei and Ying Zhang (2016) ,"The Impact of Hierarchical Decisions on Choice Extremeness", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 528-529.


Jing Lei, University of Melbourne, Australia
Ying Zhang, Peking University, China


NA - Advances in Consumer Research Volume 44 | 2016

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