Please use this identifier to cite or link to this item: https://doi.org/10.1016/j.ijresmar.2011.02.003
DC FieldValue
dc.titleCancelation efficiency: Why the effect of comparison direction strengthens with choice set size
dc.contributor.authorHung, Y.-C.
dc.contributor.authorYeung, C.W.M.
dc.date.accessioned2013-10-09T02:48:10Z
dc.date.available2013-10-09T02:48:10Z
dc.date.issued2011
dc.identifier.citationHung, 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
dc.identifier.issn01678116
dc.identifier.urihttp://scholarbank.nus.edu.sg/handle/10635/43901
dc.description.abstractPast 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.
dc.description.urihttp://libproxy1.nus.edu.sg/login?url=http://dx.doi.org/10.1016/j.ijresmar.2011.02.003
dc.sourceScopus
dc.subjectComparison
dc.subjectFeature-matching process
dc.subjectSequential presentation
dc.typeArticle
dc.contributor.departmentMARKETING
dc.description.doi10.1016/j.ijresmar.2011.02.003
dc.description.sourcetitleInternational Journal of Research in Marketing
dc.description.volume28
dc.description.issue2
dc.description.page102-108
dc.description.codenIJRME
dc.identifier.isiut000292946500004
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