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Cited by 1,725

The DOI matches its Crossref record; 2 of the 2 references it cites were found in a registry or an index.

Choice in Context: Tradeoff Contrast and Extremeness Aversion

Simonson, Itamar, Tversky, Amos·1992·Journal of Marketing Research
DOI 10.1177/002224379202900301
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Abstract

Consumer choice is often influenced by the context, defined by the set of alternatives under consideration. Two hypotheses about the effect of context on choice are proposed. The first hypothesis, tradeoff contrast, states that the tendency to prefer an alternative is enhanced or hindered depending on whether the tradeoffs within the set under consideration are favorable or unfavorable to that option. The second hypothesis, extremeness aversion, states that the attractiveness of an option is enhanced if it is an intermediate option in the choice set and is diminished if it is an extreme option. These hypotheses can explain previous findings (e.g., attraction and compromise effects) and predict some new effects, demonstrated in a series of studies with consumer products as choice alternatives. Theoretical and practical implications of the findings are discussed.

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Metadata

Authors
Simonson, I., & Tversky, A.
Venue
Journal of Marketing Research
Publisher
SAGE Publications
Published
1992-08
Volume
29
Issue
3
Pages
281-295
ISSN
  • 0022-2437 (ISSN-L)
  • 1547-7193
DOI
10.1177/002224379202900301
OpenAlex
W2011747645
Cited by
1,725
References
2
FWCI
8.16
Type
journal article
Language
en
Open access
closed

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