Cancelation efficiency: why the effect of comparison direction strengthens with choice set size

Title: Cancelation efficiency: why the effect of comparison direction strengthens with choice set size
Creator: Hung, Yu-Chen; Yeung, Catherine W. M.
Relation: International Journal of Research in Marketing Vol. 28, Issue 2, p. 102-108
Publisher Link: http://dx.doi.org/10.1016/j.ijresmar.2011.02.003
Publisher: Elsevier
Resource Type: journal article
Date: 2011
Description: Past research has shown that, when consumers compare two options, they pay more attention to one option (the focal option) and weigh its unique features more heavily than those of the other option. This leads to a stronger (weaker) preference for the focal option when each option has uniquely favorable (unfavorable) features. This research shows that the effect becomes more pronounced as the number of options increases. This is due to a higher efficiency in eliminating common attributes from the comparison when succeeding options are considered, which grants more extensive elaboration of the unique features of the focal option.
Subject: comparison; feature-matching process; sequential presentation
Identifier: http://hdl.handle.net/1959.13/1058180
Identifier: uon:16350
Identifier: ISSN:0167-8116
Language: eng
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