search query: @indexterm CONSUMER CHOICE / total: 304
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| Author: | Hung, Y. Yeung, C.W.M. |
| Title: | Cancelation efficiency: why the effect of comparison direction strengthens with choice set size |
| Journal: | International Journal of Research in Marketing
2011 : JUN, VOL. 28:2, p. 102-108 |
| Index terms: | decision making consumer choice products |
| Freeterms: | comparison |
| Language: | eng |
| Abstract: | Previous research has shown that, when consumers compare two alternatives, they pay more attention to one alternative (the focal option) and weigh its unique features more heavily than those of the other alternative. This leads to a stronger (weaker) preference for the focal option when each alternative has uniquely favorable (unfavorable) features. This study shows that the effect becomes more clear as the number of options increases. This results from a higher efficiency in removing common attributes from the comparison when succeeding options are valued, which grants broader elaboration of the focal option's unique features. |
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