Context Effects without a Context: Attribute Balance as a Reason for Choice

Journal of Consumer Research · 2005 · Volume 32 · Issue 2

Abstract

This article extends the notion of context effects beyond the relational properties of choice alternatives to include attribute balance as a reason for choice. The data reported in two experiments demonstrate that attribute balance has a significant impact on extremeness-aversion and trade-off-contrast effects reported in prior research. The proposition that consumers use attribute balance as a reason for choice is further supported by the finding that attribute balance moderates the impact of justification on the strength of extremeness aversion and trade-off contrast. These findings offer a new perspective on the decision processes underlying context effects in choice.

Keywords

Behavioral Decision Theory, Choice (Brand or Product Level), Judgment and Decision Making, Preferences

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