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 -