The Why and When of Context Effects

Some models of context effects are predominantly attribute-focused, some are alternative-focused. We tested properties of these models using process data gathered online from 400 'ordinary' US citizens. The data not only demonstrate the impact of presentation order and individual differences on the strength of compromise and attraction effects, but also identifies part of the underlying cognitive processes showing that alternative-focused processing prevails in the context effects studied. We present new methods for presenting these data, and employ multi-level models to capture heterogeneity in the strategy used and choices made, and to portray how processes change over time.



Citation:

Martijn Willemsen and Eric J. Johnson (2009) ,"The Why and When of Context Effects", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 82-85.

Authors

Martijn Willemsen, Eindhoven University of Technology, The Netherlands
Eric J. Johnson, Columbia University, USA



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

Inequality and Market (In)efficiency

Serena Hagerty, Harvard Business School, USA
Michael Norton, Harvard Business School, USA

Read More

Featured

D8. Why Employees Communicate Positive eWOM on Social Networking Sites: Motivations and Moderators

Jing Zhang, 华中科技大学管理学院
Ya Zhang, 华中科技大学管理学院

Read More

Featured

Hindsight Value: Failed Transactions Inform Willingness to Pay

Masha Ksendzova, Boston University, USA
Carey K. Morewedge, Boston University, USA
Dan Ariely, Duke University, 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.