The Limits of Attraction
The Limits of Attraction
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DOI：
10.1509/jmr.12.0061
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发表时间：
2014-08-01
影响因子：
6.1
通讯作者：
Baskin, Ernest
中科院分区：
文献类型：
--
作者：
Frederick, Shane;Lee, Leonard;Baskin, Ernest
消费者研究已经记录了几十个例子，其中引入一个“无关”的第三个选项会影响其余两个选项之间的偏好。在几乎所有的这种情况下，没有吸引力的劣势期权都增强了期权的吸引力，这最类似于一种被称为“吸引力效应”的现象。“然而，在这里提出的研究中，作者认为这种现象可能仅限于程式化的产品表示，其中每个产品维度都由一个数字表示（例如，具有7.2的耐久性等级和5.5的易于清洁等级的烤面包机）。当消费者体验产品时（例如，品尝饮料）或者当产品属性中的甚至一个被感知地表示时（例如，价格不同的酒店客房，其质量用照片描述）。作者认为，属性的感知表征不支持驱动高度程式化示例的吸引效应的各种比较，他们质疑这种效应的实际意义。
Consumer research has documented dozens of instances in which the introduction of an "irrelevant" third option affects preferences between the remaining two. In nearly all such cases, the unattractive dominated option enhances the attractiveness of the option it most resembles a phenomenon known as the "attraction effect." In the studies presented here, however, the authors contend that this phenomenon may be restricted to stylized product representations in which every product dimension is represented by a number (e.g., a toaster oven that has a durability rating of 7.2 and ease of cleaning rating of 5.5). Such effects do not typically occur when consumers experience the product (e.g., taste a drink) or when even one of the product attributes is represented perceptually (e.g., differently priced hotel rooms whose quality is depicted with a photo). The authors posit that perceptual representations of attributes do not support the sorts of comparisons that drive the attraction effect with highly stylized examples, and they question the practical significance of the effect.