Between a rock and a hard place: The failure of the attraction effect among unattractive alternatives
Between a rock and a hard place: The failure of the attraction effect among unattractive alternatives
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DOI：
10.1016/j.jcps.2012.10.008
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发表时间：
2013-07-01
影响因子：
4.8
通讯作者：
Hoeffler, Steve
中科院分区：
文献类型：
--
作者：
Malkoc, Selin A.;Hedgcock, William;Hoeffler, Steve
消费者面临的许多重要决定都涉及在没有吸引力或不受欢迎的选项之间进行选择，即众所周知的“两害相权取其轻”。例如，面临预算或地理限制的消费者最终会做出一些不受欢迎的考虑。但选择是必要的。我们在既定的吸引力效应的背景下研究了选项集合意性的作用。在五项研究中，我们表明吸引力效应发生在理想的领域，但当所有选项都不理想时，吸引力效应就会被消除（实验 1-4）。我们进一步发现这种不对称效应与决策者处理风格的转变是一致的。决策者在不想要的（与想要的）领域中做出选择时表现出更加警惕的处理（实验 3A 和 3B），这会导致吸引力效应减弱（实验 4）。我们的结果表明，吸引力效应可能不像一般认为的那么强大，并将（不）可取性确立为重要的边界条件。 (C) 2012 年消费者心理学会。由爱思唯尔公司出版。保留所有权利。
Many important decisions that consumers face involve choosing between options that are unattractive or undesirable the proverbial "lesser of two evils." Consumers, who face budget or geographical constraints, for example, end up with mostly undesirable consideration sets; yet a choice is necessary. We examine the role of option set desirability in the context of the well-established attraction effect. In five studies, we show that the attraction effect occurs in desirable domains but is eliminated when all the options are undesirable (Experiments 1-4). We further find that this asymmetric effect is consistent with a shift in decision makers' processing styles. Decision makers show more vigilant processing when making choices among undesirable (vs. desirable) domains (Experiments 3A and 3B), which results in an attenuated attraction effect (Experiment 4). Our results indicate that the attraction effect might not be as robust as generally thought and establishes (un)desirability as an important boundary condition. (C) 2012 Society for Consumer Psychology. Published by Elsevier Inc. All rights reserved.