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choice and context

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

 

www.journals.uchicago.edu/doi/abs/10.1086/587630

 

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Taken on July 19, 2008