The robustness of the asymmetrically dominated effect: Buying frames, phantom alternatives, and in-store purchases
✍ Scribed by John R. Doyle; David J. O'Connor; Gareth M. Reynolds; Paul A. Bottomley
- Publisher
- John Wiley and Sons
- Year
- 1999
- Tongue
- English
- Weight
- 197 KB
- Volume
- 16
- Category
- Article
- ISSN
- 0742-6046
No coin nor oath required. For personal study only.
✦ Synopsis
Given a choice set of two alternatives, the addition of a third alternative that is clearly inferior to one of the existing alternatives (but not the other), can result in a shift of preference to the alternative that dominates the new alternative. The basic asymmetrically dominated effect, as it is called, is first demonstrated under two different buying frames of mind ("What would you buy?" and "What would most people buy?"). It is then shown that the third alternative may be recognized as an unavailable option, yet still cause a preference shift. Finally, the asymmetrically dominated effect is demonstrated for real, in-store purchases. It is concluded that the effect is robust, has a wide scope, is quite sizeable, and is of practical significance.