Context Effects without a Context: Attribute Balance as a Reason for Choice

This article extends the notion of context effects beyond the relational properties of choice alternatives to include attribute balance as a reason for choice. The data reported in two experiments demonstrate that attribute balance has a significant impact on extremeness‐aversion and trade‐off‐contr...

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Bibliographische Detailangaben
Veröffentlicht in:Journal of Consumer Research. - University of Chicago Press. - 32(2005), 2, Seite 213-223
1. Verfasser: Chernev, Alexander (VerfasserIn)
Format: Online-Aufsatz
Veröffentlicht: 2005
Zugriff auf das übergeordnete Werk:Journal of Consumer Research
Schlagworte:Behavioral Decision Theory Choice (Brand or Product Level) Judgment and Decision Making Preferences Philosophy Economics Mathematics Behavioral sciences
Beschreibung
Zusammenfassung:This article extends the notion of context effects beyond the relational properties of choice alternatives to include attribute balance as a reason for choice. The data reported in two experiments demonstrate that attribute balance has a significant impact on extremeness‐aversion and trade‐off‐contrast effects reported in prior research. The proposition that consumers use attribute balance as a reason for choice is further supported by the finding that attribute balance moderates the impact of justification on the strength of extremeness aversion and trade‐off contrast. These findings offer a new perspective on the decision processes underlying context effects in choice.
Beschreibung:* Alexander Chernev is associate professor of marketing, Kellogg School of Management, Northwestern University, Evanston, IL 60208 ( achnorthwestern.edu ). The author thanks Gregory Carpenter, Joel Huber, Vincent Nijs, Itamar Simonson, the editor, the associate editor, and the three reviewers for their advice and constructive comments.
ISSN:15375277
DOI:10.1086/432231