Context effects refer to the shifts in shares when another alternative is introduced in the choice set. The alternative can be asymmetrically dominated, asymmetrically dominating, totally dominated, or totally dominating. We developed a theoretically derived model based on the shifts in attribute valuation as a potential explanation for all context effects. First, the model is tested using data from previously published studies. As predicted, the results showed a high correlation between shifts in valuation and changes in the choice shares. The model is also tested using 2 studies that extend the design of the choice sets to include better alternatives in a search context and the removal of an alternative. The strong relation justifies the case for comparative valuation as an underlying mechanism for context effects. Assuming this valuation, the article illustrates how the framework can be used to develop new product strategies taking into account the values of the unchosen alternatives. [ABSTRACT FROM AUTHOR]
Maheswaran, Durairaj, Mackie, Diane M., and Chaiken, Shelly
Journal of Consumer Psychology (Taylor & Francis Ltd). 1992, Vol. 1 Issue 4, p317. 20p. 2 Charts.
BRAND name products, CONSUMER behavior, CONSUMER preferences, NEW product development, PRODUCT management, COMMERCIAL products, RAPID prototyping, and INDUSTRIAL research
Previous research on brand name utilization in consumer judgments has yielded mixed results. In this study, we attempted to understand brand name effects within the framework of the heuristic-systematic model. Subjects read a message that portrayed a new product as possessing either important or unimportant attributes, and the product was associated with either a favorable brand name or an unfavorable brand name. Brand name valence was thus either congruent or incongruent with attribute importance. Accuracy motivation was also manipulated by varying the importance of subjects' processing task. Results show that low-task importance subjects' evaluations were influenced only by brand name valence. High-task importance subjects' evaluations were affected only by attribute importance in the incongruent conditions, whereas both attribute importance and brand name valence influenced evaluations in the congruent conditions. The findings indicate that both consumers' level of motivation, and the extent to which brand name based expectations are confirmed by subsequent processing of attribute information moderate brand name utilization. Also, the results extend previous research relevant to the heuristic-systematic model's adaptivity and attenuation assumptions. [ABSTRACT FROM AUTHOR]