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

Jang, Jung Min; Yoon, Song Oh

doi:10.1007/s11002-014-9346-6

Cited by 24 publications

(7 citation statements)

References 22 publications

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“…That is, we sought to examine how consumer's regulatory motivation affects consumer product purchase decision focusing on attribute‐based processing. However, in the inter‐product comparisons, product information is evaluated not only by attribute‐based processing but by alternative (brand) based processing as well (Jang & Yoon, 2016; Scheibehenne et al, 2015). In today's competitive market situation, managing a brand strategically in terms of brand positioning and brand consumer relationships is necessary for the survival of the brand because a brand is an invisible yet a key asset to a company (Paul, 2018).…”

Section: Discussionmentioning

confidence: 99%

The effect of attribute alignability on brand evaluation in a competitive context: The moderating role of regulatory mode

Lee

Suh

Noh

2021

J of Consumer Behaviour

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Based on structural alignment and regulatory mode theories, this research examined how different regulatory modes (assessment and locomotion) affect attitude and purchase intention for a target brand when it is presented in nonalignable/alignable comparison contexts. According to the structural alignment theory, alignable attributes are comparable aspects across product alternatives (e.g., Popcorn A has calories equal to 20 peanuts while Popcorn B has calories equal to 10 peanuts) while nonalignable attributes are aspects that do not correspond to aspects in other options (e.g., Popcorn A has fiber while Popcorn B tastes a bit sweet). Study 1 employed locomotion mode and attribute alignability (alignable vs. nonalignable) as between‐subjects variables. Study 2 employed a single‐factor (regulatory mode: assessment vs. locomotion) design. Data were collected from Amazon's Mechanical Turk participant pool. Findings indicated that the match between regulatory mode and structural alignment of brand attributes affects consumer evaluation and behavioral intention. In Study 1, high locomotors evaluated the target product more favorably and tended to purchase the target brand more in a nonalignable comparison context but not in an alignable one. In Study 2, assessors preferred an alignable‐better brand more than locomotors did, whereas locomotors tended to prefer a nonalignable‐better brand more than assessors did. Implications are discussed related to the effects of regulatory mode and attribute alignability on consumer preference and brand strategies.

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Section: Discussionmentioning

confidence: 99%

The effect of attribute alignability on brand evaluation in a competitive context: The moderating role of regulatory mode

Lee

Suh

Noh

2021

J of Consumer Behaviour

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“…Mourali, Bockenholt, and Laroche (2007) Restaurant Compromise effect was stronger in the prevention (vs. promotion) orientation. J. M. Jang and Yoon (2016) Hotel Compromise effect was higher when decision was based on an attribute-based comparison compared to an alternative-based one. S. Kim and Kim (2016) Travel package Compromise effect was stronger for utilitarian (vs. hedonic) travel situations, mainly due to different evaluation processing.…”

Section: The Effect Of Different Number Of Options In General and Travelmentioning

confidence: 91%

How More Options Decrease the Compromise Effect: Investigating Boundary Conditions for the Compromise Effect in Travel Decisions

Park

Kim

Jhang

et al. 2021

Journal of Travel Research

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Travelers often demonstrate the compromise effect—a tendency to choose the intermediate option(s) when facing difficult trade-off decisions. The compromise effect has been replicated in very specific settings where typically only two or three options were available. This research extends our understanding of the compromise effect by examining the impact of the number of options on travelers’ choices. Based on two different accounts (i.e., attribute distance account vs. decision complexity account), we predict that the compromise effect will be attenuated as the number of options in a choice set increases. Four experimental studies provide supporting evidence for this argument and support the attribute distance account as the main underlying mechanism. This research contributes to the extant tourism and travel choice literature by responding to the call to investigate the compromise effect in complex buying contexts.

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“…When faced with difficult trade-offs, people tended to choose the compromise option (i.e., the hotel with the middle rating on accessibility and amenities ; Simonson, 1989). This compromise effect was heightened when people viewed options simultaneously rather than sequentially (Jang & Yoon, 2016), probably because both the trade-off and the compromising nature of one of the options was more salient in simultaneous choice. Another manner in which people resolve difficult trade-offs is by deferring the choice, and indeed, people who viewed equally attractive options simultaneously were more likely to defer the choice than those who viewed the same options sequentially (Dhar, 1996).…”

Section: Consequences Of Distinct Processing Stylesmentioning

confidence: 99%

Choosing Among Options Presented Sequentially or Simultaneously

Basu

Savani

2018

Curr Dir Psychol Sci

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When choosing among multiple options, people can view the options either one at a time or all together. In this article, we review an emerging stream of research that examines the ways in which viewing options sequentially as opposed to simultaneously influences people's decisions. Multiple studies support the idea that viewing options simultaneously encourages people to compare the options and to focus on the ways in which the options differ from each other. In contrast, viewing options sequentially encourages people to process each option holistically by comparing the option with previously encountered options or a subjective reference point. Integrating research from judgment and decision making, consumer behavior, experimental economics, and eyewitness identification, we identify ways in which the different processing styles elicited by sequential-and simultaneous-presentation formats influence people's judgment and decision making. This issue is particularly important because presenting options either sequentially or simultaneously is a key element of choice architecture.

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

Cited by 24 publications

References 22 publications

The effect of attribute alignability on brand evaluation in a competitive context: The moderating role of regulatory mode

The effect of attribute alignability on brand evaluation in a competitive context: The moderating role of regulatory mode

How More Options Decrease the Compromise Effect: Investigating Boundary Conditions for the Compromise Effect in Travel Decisions

Choosing Among Options Presented Sequentially or Simultaneously

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