The effect of attribute-based and alternative-based processing on consumer choice in context

The current research proposes that the extent to which consumer choices are affected by the decision process depends on the underlying nature of the choice problem. Specifically, choices resulting from substantial inter-brand comparisons and tradeoff analyses are vulnerable to whether product inform...

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Bibliographic Details
Published in:Marketing letters 2016-09, Vol.27 (3), p.511-524
Main Authors: Jang, Jung Min, Yoon, Song Oh
Format: Article
Language:English
Subjects:
Business and Management
Cognition
Consumer behavior
Consumer behaviour
Consumer choice
Consumer information
Consumer preferences
Consumer research
Decision making
Digital cameras
Expected values
Marketing
Preferences
Product choice
Product information
Shampoo
Studies
Tradeoff analysis
Tradeoffs
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Summary:The current research proposes that the extent to which consumer choices are affected by the decision process depends on the underlying nature of the choice problem. Specifically, choices resulting from substantial inter-brand comparisons and tradeoff analyses are vulnerable to whether product information is evaluated by attribute- or alternative-based processing. By contrast, choices resulting from a minimal cognitive processing are less sensitive to variations in the decision strategy employed. We test our theory in the well-known domain of choice context effects. Across three studies using multiple operationalizations of the decision process (i.e., information display format, product presentation mode, and processing goal), we find converging evidence that the more cognitively involving compromise choice increases when the environment facilitates attribute- versus alternative-based processing. Conversely, the choice of asymmetrically dominating option, which is characterized by relatively little analytical processing, does not depend on the type of decision strategy highlighted by the task.
ISSN:0923-0645
1573-059X
DOI:10.1007/s11002-014-9346-6