The Influence of Categorical Attributes on Choice Context Effects

Young-Won Ha, Sehoon Park and Hee-Kyung Ahn

Journal of Consumer Research, 2009, vol. 36, issue 3, 463 - 477

Abstract: This article documents the influence of categorical attributes on choice context effects. We demonstrate that the asymmetric dominance effect is attenuated by the introduction of a unique categorical feature in the competing option, while the tendency to prefer a middle option is not significantly affected. Our findings indicate that the presence of an important/salient categorical attribute facilitates "editing out" of the asymmetrically dominated option, weakening the asymmetric dominance effect. Further, when initial category-based elimination is enforced, the asymmetric dominance effect and the tendency to prefer a middle option are both mitigated.

Date: 2009
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