Context effects without a context: Attribute balance as a reason for choice

Alexander Chernev*

*Corresponding author for this work

Research output: Contribution to journalReview article

44 Scopus citations

Abstract

This article extends the notion of context effects beyond the relational properties of choice alternatives to include attribute balance as a reason for choice. The data reported in two experiments demonstrate that attribute balance has a significant impact on extremeness-aversion and trade-off-contrast effects reported in prior research. The proposition that consumers use attribute balance as a reason for choice is further supported by the finding that attribute balance moderates the impact of justification on the strength of extremeness aversion and trade-off contrast. These findings offer a new perspective on the decision processes underlying context effects in choice.

Original languageEnglish (US)
Pages (from-to)213-223
Number of pages11
JournalJournal of Consumer Research
Volume32
Issue number2
DOIs
StatePublished - Sep 1 2005

ASJC Scopus subject areas

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing

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