The likelihood of replicating an effect such as asymmetric dominance (AD) largely depends on the other, usually more important choice drivers (e.g., attributes, values). Accordingly, it is not at all surprising that the AD effect is often not observed when other choice drivers have greater...

The standard theory of choice---based on value maximization---associates with each option a real value such that, given an offered set, the decision maker chooses the option with the highest value. Despite its simplicity and intuitive appeal, there is a growing body of data that is inconsistent...