Please use this identifier to cite or link to this item:
|Title:||Cancelation efficiency: Why the effect of comparison direction strengthens with choice set size|
|Citation:||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|
|Appears in Collections:||Staff Publications|
Show full item record
Files in This Item:
There are no files associated with this item.
checked on Oct 20, 2018
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.