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Choice Based on Reasons: The Case of Attraction and Compromise Effects
Journal of Consumer Research
Vol. 16, No. 2 (Sep., 1989), pp. 158-174
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/2489315
Page Count: 17
You can always find the topics here!Topics: Brands, Consumer research, Personnel evaluation, Social psychology, Calculators, Market share, Psychological assessment, Statistical significance, Personality psychology, Cognitive psychology
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Building on previous research, this article proposes that choice behavior under preference uncertainty may be easier to explain by assuming that consumers select the alternative supported by the best reasons. This approach provides an explanation for the so-called attraction effect and leads to the prediction of a compromise effect. Consistent with the hypotheses, the results indicate that (1) brands tend to gain share when they become compromise alternatives in a choice set; (2) attraction and compromise effects tend to be stronger among subjects who expect to justify their decisions to others; and (3) selections of dominating and compromise brands are associated with more elaborate and difficult decisions.
Journal of Consumer Research © 1989 Oxford University Press