Valence Asymmetries in Preference: The Case of Attraction Effect

ADVACNES IN CONSUMER RESEARCH, Vol. 35, pp. 122-124, Angela Y. Lee, Dilip Soman, eds., Duluth, MN: Association for Consumer Research, 2010

Posted: 4 Aug 2011

See all articles by Steve Hoeffler

Steve Hoeffler

Vanderbilt University - Marketing

Selin A. Malkoc

Fisher College of Business, The Ohio State University

William Hedgcock

The University of Iowa

Date Written: January 2, 2010

Abstract

We show that the magnitude and direction of the attraction effect is sensitive to the valence of the options considered. We suggest that representation and evaluation of attributes are predictably different in negative domains, where the same attribute that was perceived as a promotion attribute in the positive domain, would be perceived as a prevention attribute in the negative domain. We further suggest that adding a decoy in the negative domains leads to a share increase for the option that is superior on the focal attribute, leading to both an attraction and a repulsion effect. Results from two studies support this prediction.

Suggested Citation

Hoeffler, Steve and Malkoc, Selin A. and Hedgcock, William, Valence Asymmetries in Preference: The Case of Attraction Effect (January 2, 2010). ADVACNES IN CONSUMER RESEARCH, Vol. 35, pp. 122-124, Angela Y. Lee, Dilip Soman, eds., Duluth, MN: Association for Consumer Research, 2010. Available at SSRN: https://ssrn.com/abstract=1905172

Steve Hoeffler (Contact Author)

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

Selin A. Malkoc

Fisher College of Business, The Ohio State University ( email )

2100 Neil Avenue
Columbus, OH 43210-1144
United States

HOME PAGE: http://https://fisher.osu.edu/people/malkocgoodman.1

William Hedgcock

The University of Iowa ( email )

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