O1. Choice, Rejection, and Context Effects
Most research on the context effect (compromise effect and attraction effect) has focused on choice-making tasks rather than rejection tasks. The data reported for two experiments show that the context effect is alleviated when decision-making tasks are performed in a selection scenario, rather than a rejection scenario.
Shih-Chieh Chuang and Yin-Hui Cheng (2018) ,"O1. Choice, Rejection, and Context Effects", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 903-903.
Shih-Chieh Chuang, National Chung Cheng University
Yin-Hui Cheng, National Taichung University of Education
NA - Advances in Consumer Research Volume 46 | 2018
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