Perceptual Prominence Effects in Consumer Choice

We propose that when asymmetrically dominated decoys are added to the binary choice set, perceptual prominence at the attribute level can decrease or increase the choice share of the target depending on the location of the added decoys (frequency vs. range) in the set, which will moderate the strength of the attraction effect. Further, we show that the proposed effects are a function of consumers’ types of processing (by attribute vs. by group).


Sehoon Park, Moon-Yong Kim, and Se-Hyuk Park (2011) ,"Perceptual Prominence Effects in Consumer Choice", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.


Sehoon Park, Sogang University, Republic of Korea
Moon-Yong Kim, Dongguk University, Republic of Korea
Se-Hyuk Park, College of William and Mary, USA


NA - Advances in Consumer Research Volume 38 | 2011

Share Proceeding

Featured papers

See More


F7. Mere Packaging and Consumer Choice

Tim Philipp Doering, University of Michigan, USA
Katherine Burson, University of Michigan, USA
Andrew D Gershoff, University of Texas at Austin, USA

Read More


Q2. Why do Kids Love Watching Unboxing Videos? Understanding The Motivations of Children to Consume Unboxing Toy Videos

Teresa Trevino, Universidad de Monterrey
Mariela Coronel, UDEM
Valeria Martínez, UDEM
Ivanna Martínez, UDEM
Daniela Kuri, UDEM

Read More


A1. Trusting and Acting on Chance Online

Shivaun Anderberg, University of Sydney, Australia
Ellen Garbarino, University of Sydney, Australia

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.