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| Author: | Nowlis, S. M. Kahn, B. E. Dhar, R. |
| Title: | Coping with Ambivalence: The Effect of Removing a Neutral Option on Consumer Attitude and Preference Judgments |
| Journal: | Journal of Consumer Research
2003 : DEC, VOL. 29:3, p. 319-334 |
| Index terms: | PREFERENCES DECISION MAKING DECISION THEORY INDIVIDUAL BEHAVIOUR |
| Language: | eng |
| Abstract: | This article examines how the exclusion of a neutral or fence-sitting option changes an expressed attitude or preference judgment. Over a series of six studies, the authors find that the exclusion of a neutral response option (1) affects the judgment of extreme options (strong positive and negative features) more significantly than the judgment options that are average on all features, (2) results in respondents favoring the option superior on the more important attribute, and (3) results in more risk aversion. authors also provide evidence for the underlying process and show that the findings are moderated by individual differences on need for cognition and tolerance for ambiguity. |
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