The Role of Attribute Importance in the Effect of Defaults on Choice: the Moderating Effect of Budget Range and Justification

Loss aversion or an endowment-based explanation clearly predicts that high (i.e., more expensive) defaults will have a stronger effect on choice than will low (i.e., less expensive) defaults. This research examines whether the effect of the ordinal position of defaults (low vs. high) on choice differs depending on the importance of attributes that constitute the defaults. Furthermore, we propose that consumers’ budget range and justification for choice differentially affect the dual mechanisms that vary the degree of loss aversion (i.e., changes in cognitive focus and emotional attachment) as suggested by Ariely et al. (2005), and thus they serve to moderate the effect of defaults on choice.


Sehoon Park and Moon-Yong Kim (2009) ,"The Role of Attribute Importance in the Effect of Defaults on Choice: the Moderating Effect of Budget Range and Justification", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 656-657.


Sehoon Park, Sogang University, South Korea
Moon-Yong Kim, Korea Advanced Institute of Science and Technology, Republic of Korea


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


Cheating Your Self: Diagnostic Self-Deceptive Cheating for Intrinsic Rewards

Sara Loughran Dommer, Georgia Tech, USA
Nicole Marie Coleman, University of Pittsburgh, USA

Read More


Teaching Old Dog New Tricks… and Old Bottles New Jeans. The Role of Implicit Theories in the Evaluation of Recycled Products

Alessandro Biraglia, University of Leeds
J. Josko Brakus, University of Leeds
Lucia Mannetti, Sapienza University of Rome
Ambra Brizi, Sapienza University of Rome

Read More


Changing the World, One Word at a Time: The Effect of Font Size on Prosocial Intention

Rima Touré-Tillery, Northwestern University, USA
Ayelet Fishbach, University of Chicago, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.