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| Author: | Hamilton, R. W. |
| Title: | Why Do People Suggest What They Do Not Want? Using Context Effects to Influence Others' Choices |
| Journal: | Journal of Consumer Research
2003 : MAR, VOL. 29:4, p. 492-506 |
| Index terms: | DECISION MAKING CONSUMER CHOICE CONSUMERS |
| Language: | eng |
| Abstract: | Previous research has demonstrated that people's preferences for an alternative can be reliably influenced by the other alternatives with which it is considered. This article examines the role of context effects in interactive decision making. Three studies examine people's intuitive abilities to influence others by leveraging context effects and their reactions when they believe others are manipulating the choice context to influence them. Experimental results show that people use context effects systematically when trying to influence others and, that under certain conditions, the perception of influence may enhance rather than decrease the effectiveness of this persuasion tactic. |
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