Choice is affected by context
Choice and preference for that choice are affected by the other items on choice at the time. For example, “a pen selected from a set in which it asymmetrically dominated another pen produced a more positive writing experience and a greater willingness to pay for the pen than if the same pen was selected from a set in which it did not dominate another option”
Yoon et al. (2008). Choice Set Configuration as a Determinant of Preference Attribution and Strength. Journal of Consumer Research
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