The effect of attribute-based and alternative-based processing on consumer choice in context
- Authors
- Jang, Jung Min; Yoon, Song Oh
- Issue Date
- 9월-2016
- Publisher
- SPRINGER
- Keywords
- Decision process; Attribute-based; Alternative-based; Choices in context; Context effect; Compromise effect; Attraction effect
- Citation
- MARKETING LETTERS, v.27, no.3, pp.511 - 524
- Indexed
- SSCI
SCOPUS
- Journal Title
- MARKETING LETTERS
- Volume
- 27
- Number
- 3
- Start Page
- 511
- End Page
- 524
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/87773
- DOI
- 10.1007/s11002-014-9346-6
- ISSN
- 0923-0645
- Abstract
- The current research proposes that the extent to which consumer choices are affected by the decision process depends on the underlying nature of the choice problem. Specifically, choices resulting from substantial inter-brand comparisons and tradeoff analyses are vulnerable to whether product information is evaluated by attribute- or alternative-based processing. By contrast, choices resulting from a minimal cognitive processing are less sensitive to variations in the decision strategy employed. We test our theory in the well-known domain of choice context effects. Across three studies using multiple operationalizations of the decision process (i.e., information display format, product presentation mode, and processing goal), we find converging evidence that the more cognitively involving compromise choice increases when the environment facilitates attribute- versus alternative-based processing. Conversely, the choice of asymmetrically dominating option, which is characterized by relatively little analytical processing, does not depend on the type of decision strategy highlighted by the task.
- Files in This Item
- There are no files associated with this item.
- Appears in
Collections - Korea University Business School > Department of Business Administration > 1. Journal Articles
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.