The Influence of Task Difficulty on Context Effect - Compromise and Attraction Effects

The Influence of Task Difficulty on Context Effect - Compromise and Attraction Effects Research in psychology finds strong context effects in consumer behavior and help consumer make up their mind from choice set when none of each option better than the others in all aspects. Context effect signifies that when evaluating a focal option, individuals take into consideration characteristics of other comparative alternatives rather than only the features of that focal alternative, complicating the decision-making process. The compromise effect and attraction effect (known together as context effect) explain the underlying motivations that cause consumers to choose the middle option and introduce an inferior option to make the originally dominated option more preferable. But past research on this domain has predominantly used an easy-to-count choice scenario (refers to the ease of using individual’s math skill on comparative attributes in the choice task) which is not ideally existed in real world situation. In real world purchasing situations, most of the time consumers become confused by a variety of products presented with irregular pricing, packaging or attributes which are apparently difficult to compare by math skill. This paper aim to examine “When the level of difficulty changed while processing the comparative task on the context of a choice set, how does this influence the resultant occurrence of context effect?” Results from four experiments demonstrate that both compromise and attraction effects decreased when the choice task become more difficult. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Current Psychology Springer Journals

The Influence of Task Difficulty on Context Effect - Compromise and Attraction Effects

Loading next page...
 
/lp/springer_journal/the-influence-of-task-difficulty-on-context-effect-compromise-and-l0hsvWiic0
Publisher
Springer US
Copyright
Copyright © 2016 by Springer Science+Business Media New York
Subject
Psychology; Psychology, general; Social Sciences, general
ISSN
1046-1310
eISSN
1936-4733
D.O.I.
10.1007/s12144-016-9428-0
Publisher site
See Article on Publisher Site

References

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 12 million articles from more than
10,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Unlimited reading

Read as many articles as you need. Full articles with original layout, charts and figures. Read online, from anywhere.

Stay up to date

Keep up with your field with Personalized Recommendations and Follow Journals to get automatic updates.

Organize your research

It’s easy to organize your research with our built-in tools.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

Monthly Plan

  • Read unlimited articles
  • Personalized recommendations
  • No expiration
  • Print 20 pages per month
  • 20% off on PDF purchases
  • Organize your research
  • Get updates on your journals and topic searches

$49/month

Start Free Trial

14-day Free Trial

Best Deal — 39% off

Annual Plan

  • All the features of the Professional Plan, but for 39% off!
  • Billed annually
  • No expiration
  • For the normal price of 10 articles elsewhere, you get one full year of unlimited access to articles.

$588

$360/year

billed annually
Start Free Trial

14-day Free Trial