Please use this identifier to cite or link to this item: https://doi.org/10.1016/j.ijresmar.2011.02.003
Title: Cancelation efficiency: Why the effect of comparison direction strengthens with choice set size
Authors: Hung, Y.-C.
Yeung, C.W.M. 
Keywords: Comparison
Feature-matching process
Sequential presentation
Issue Date: 2011
Source: Hung, Y.-C., Yeung, C.W.M. (2011). Cancelation efficiency: Why the effect of comparison direction strengthens with choice set size. International Journal of Research in Marketing 28 (2) : 102-108. ScholarBank@NUS Repository. https://doi.org/10.1016/j.ijresmar.2011.02.003
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. © 2011 Elsevier B.V.
Source Title: International Journal of Research in Marketing
URI: http://scholarbank.nus.edu.sg/handle/10635/43901
ISSN: 01678116
DOI: 10.1016/j.ijresmar.2011.02.003
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