Low Complexity Drives Similarity Judgments Within Bundles of Products

Similarity judgments play a crucial role in many day-to-day decisions. Unlike prevalent similarity theories which focus on object-to-object similarity judgments, this research investigates how people form similarity judgments about groups of stimuli. We find that when features are all different, regularity in the differences (low complexity) increases judgment of similarity.


Ellen Evers, Alexander Park, and Daniël Lakens (2019) ,"Low Complexity Drives Similarity Judgments Within Bundles of Products", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 185-189.


Ellen Evers, University of California Berkeley, USA
Alexander Park, Washington University, USA
Daniël Lakens, Eindhoven University of Technology, The Netherlands


NA - Advances in Consumer Research Volume 47 | 2019

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