How human beings work - influencing the consideration set
3 important questions on How human beings work - influencing the consideration set
What is the attraction effect?
Adding to a consideration set of two alternatives a third alternative that is dominated by one of the two alternatives (but not the other one) increases the attractiveness f the asymmetrically dominating alternative.
Why does the attraction effect occur?
1. Salience of dimension with most competition increases
2. Trade-off aversion; ick product best on dimension X provides a heuristic that helps avoid difficult trade-offs.
2. Trade-off aversion; ick product best on dimension X provides a heuristic that helps avoid difficult trade-offs.
Why does the compromis effect occur?
1. At least acceptable on all features (average on each attribute)
2. Occurs especially with difficult decisions: te safe choice
2. Occurs especially with difficult decisions: te safe choice
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