O'Connor, David, James (1999) The robustness of the asymmetrically dominated effect: Buying frames, phantom alternatives, and in-store purchases. Psychology and Marketing, 16 (3), 225-243. (doi:10.1002/(SICI)1520-6793(199905)16:3<225::AID-MAR3>3.0.CO;2-X).
Abstract
Given a choice set of two alternatives, the addition of a third
alternative that is clearly inferior to one of the existing alternatives
(but not the other), can result in a shift of preference to the
alternative that dominates the new alternative. The basic
asymmetrically dominated effect, as it is called, is first demonstrated
under two different buying frames of mind (“What would you buy?”
and “What would most people buy?”). It is then shown that the third
alternative may be recognized as an unavailable option, yet still
cause a preference shift. Finally, the asymmetrically dominated
effect is demonstrated for real, in-store purchases. It is concluded
that the effect is robust, has a wide scope, is quite sizeable, and is of
practical significance.
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