Between a Rock and a Hard Place: Desirability Based Attenuation of the Attraction Effect

Many important decisions involve choosing between options that are undesirable — the proverbial “lesser of two evils.” Five studies show that attraction effect is observed in desirable domains, but not in undesirable domains. We further demonstrate that a processing shift in desirable domains is the main driver of this asymmetric effect.


Selin A. Malkoc, William Hedgcock, and Steve Hoeffler (2011) ,"Between a Rock and a Hard Place: Desirability Based Attenuation of the Attraction Effect", 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.


Selin A. Malkoc, Washington University in St. Louis, USA
William Hedgcock, University of Iowa, USA
Steve Hoeffler, Vanderbilt University, USA


NA - Advances in Consumer Research Volume 38 | 2011

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