“…Unwarranted favorability toward focal options is not limited to brands narrowly defined, but instead has been observed in myriad judgments and choices in a wide variety of contexts including consumer choice, investing, and managerial judgment and has broad implications for public policy makers, managers, as well as individual consumers (e.g., Posavac et al, 2006Posavac et al, , 2012. Moreover, this bias is widespread, and results either from evaluating one option from a set independently or neglecting the complementary nature of available options (Riege & Teigen, 2017). Research on similar phenomena such as focalism (Wilson et al, 2000;Windschitl et al, 2003), the nonselective superiority bias (Klar, 2002), reference group neglect (Camerer & Lovallo, 1999), subadditivity (Fox & Levav, 2000), and myopia (Fiedler, 2012) is predicated on these processes.…”