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

Yu-Chen Hung and Catherine W.M. Yeung

International Journal of Research in Marketing, 2011, vol. 28, issue 2, 102-108

Abstract: 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.

Keywords: Comparison; Feature-matching process; Sequential presentation (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:28:y:2011:i:2:p:102-108

DOI: 10.1016/j.ijresmar.2011.02.003

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