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The robustness of the asymmetrically dominated effect: Buying frames, phantom alternatives, and in-store purchases

The robustness of the asymmetrically dominated effect: Buying frames, phantom alternatives, and in-store purchases
The robustness of the asymmetrically dominated effect: Buying frames, phantom alternatives, and in-store purchases
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.
0742-6046
225-243
O'Connor, David, James
f55077fe-6053-46d0-a964-4c4e896587a7
O'Connor, David, James
f55077fe-6053-46d0-a964-4c4e896587a7

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).

Record type: Article

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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More information

Published date: May 1999
Organisations: Southampton Business School

Identifiers

Local EPrints ID: 409415
URI: http://eprints.soton.ac.uk/id/eprint/409415
ISSN: 0742-6046
PURE UUID: f695fa58-7cf0-4adf-a9e7-3e931966418d
ORCID for David, James O'Connor: ORCID iD orcid.org/0000-0003-4434-8677

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Date deposited: 28 May 2017 04:09
Last modified: 15 Mar 2024 12:39

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