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Adding Asymmetrically Dominated Alternatives: Violations of Regularity and the Similarity Hypothesis
Joel Huber, John W. Payne and Christopher Puto
Journal of Consumer Research
Vol. 9, No. 1 (Jun., 1982), pp. 90-98
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/2488940
Page Count: 9
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An asymmetrically dominated alternative is dominated by one item in the set but not by another. Adding such an alternative to a choice set can increase the probability of choosing the item that dominates it. This result points to the inadequacy of many current choice models and suggests product line strategies that might not otherwise be intuitively plausible.
Journal of Consumer Research © 1982 Oxford University Press