TY - JOUR AU - Chernev, Alexander AB - This article extends the notion of context effects beyond the relational properties of choice alternatives to include attribute balance as a reason for choice. The data reported in two experiments demonstrate that attribute balance has a significant impact on extremeness-aversion and trade-off-contrast effects reported in prior research. The proposition that consumers use attribute balance as a reason for choice is further supported by the finding that attribute balance moderates the impact of justification on the strength of extremeness aversion and trade-off contrast. These findings offer a new perspective on the decision processes underlying context effects in choice. TI - Context Effects without a Context: Attribute Balance as a Reason for Choice JF - Journal of Consumer Research DO - 10.1086/432231 DA - 2005-09-01 UR - https://www.deepdyve.com/lp/oxford-university-press/context-effects-without-a-context-attribute-balance-as-a-reason-for-DLANMu2n6S SP - 213 EP - 223 VL - 32 IS - 2 DP - DeepDyve ER -