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.
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.
Ioannis Evangelidis, ESADE Business School, Spain
Itamar Simonson, Stanford University, USA
Jonathan Levav, Stanford University, USA
NA - Advances in Consumer Research Volume 48 | 2020
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