Context Effects Explained Through the Accumulation of Simple Comparisons

We describe a new cognitive theory of multi-alternative, multi-attribute decision-making where preferences are constructed through a sequence of simple comparisons. The proposed theory sheds new light on the robustness of context effects, including the attraction effect. We demonstrate novel context effects consistent with the theory in choices from sequentially-presented options.


Jennifer Trueblood, Nathan Evans, and William Holmes (2019) ,"Context Effects Explained Through the Accumulation of Simple Comparisons", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 232-236.


Jennifer Trueblood, Vanderbilt University, USA
Nathan Evans, Vanderbilt University, USA
William Holmes, Vanderbilt University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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