Symmetric Dominance

We demonstrate a novel context effect, symmetric dominance, whereby preference between a high-quality high-price option and a low-quality low-price alternative can be influenced by the addition of a decoy option that is dominated by both alternatives (i.e., a low-quality high-price option). We provide robust evidence in five preregistered experimental studies.



Citation:

Ioannis Evangelidis, Itamar Simonson, and Jonathan Levav (2020) ,"Symmetric Dominance", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 949-953.

Authors

Ioannis Evangelidis, ESADE Business School, Spain
Itamar Simonson, Stanford University, USA
Jonathan Levav, Stanford University, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

Effects of Affective Language on Perceived Helpfulness of Online Reviews

Nikolay Georgiev, HEC Paris, France
Marc Vanhuele, HEC Paris, France

Read More

Featured

Beyond Needs and Wants: How Networked Hyper-rational Economic Actors “Win” the Deal but “Lose” the Shopping Trip

Colin Campbell, University of San Diego, USA
Hope Schau, University of Arizona, USA

Read More

Featured

Millionaires on Instagram: Millennials’ Display of Experiential Luxury and Personal Branding Strategies on Visual Social Media

Marina Leban, ESCP Europe, France
Benjamin G. Voyer, ESCP Europe, France

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.