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-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. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..
Year of publication: |
2005
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Authors: | Chernev, Alexander |
Published in: |
Journal of Consumer Research. - University of Chicago Press. - Vol. 32.2005, 2, p. 213-223
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Publisher: |
University of Chicago Press |
Saved in:
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