Cited by 237Decision-Making and Behavioral EconomicsEconomic and Environmental ValuationConsumer Market Behavior and Pricing

Coping with Ambivalence: The Effect of Removing a Neutral Option on Consumer Attitude and Preference Judgments

Nowlis, Stephen M., Kahn, Barbara E., Dhar, Ravi·2002·Journal of Consumer Research

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, we 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 of 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. We also provide evidence for the underlying process and show that our findings are moderated by individual differences on need for cognition and tolerance for ambiguity.

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Crossref · 10.1086/344431

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Authors
Nowlis, S. M., Kahn, B. E., & Dhar, R.
Affiliations
  • Arizona State University (US)
  • University of Pennsylvania (US)
  • Yale University (US)
Venue
Journal of Consumer Research
Published
2002-12
Volume
29
Issue
3
Pages
319-334
ISSN
  • 0093-5301 (ISSN-L)
  • 1537-5277
OpenAlex
W2105870876
Cited by
237
References
53
Citations by year
2026: 11 · 2025: 6 · 2024: 12 · 2023: 14 · 2022: 19 · 2021: 13 · 2020: 13 · 2019: 18 · 2018: 16 · 2017: 17 · 2016: 12 · 2015: 14 · 2014: 13 · 2013: 7 · 2012: 5
FWCI
1.35
Type
journal article
Language
en
Open access
closed
Locations
Journal of Consumer Research (publishedVersion)
Topics
  • Social Sciences › Decision Sciences › General Decision Sciences › Decision-Making and Behavioral Economics
  • Social Sciences › Economics, Econometrics and Finance › Economics and Econometrics › Economic and Environmental Valuation
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
Keywords
ambivalence, consumer attitudes, preference judgments, risk aversion, need for cognition, ambiguity tolerance, attribute importance

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