A joint examination of effects of decision task type and construal level on the attraction effect |
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| Institution: | 1. Department of Business Administration, Chung Yuan Christian University, Taiwan;2. Department and Graduate Institute of Business Administration, National Taiwan University, Taiwan;1. Department of Economics, University of Munich, Geschwister-Scholl-Platz 1, D-80539 Munich, Germany;2. Department of Economics, University of Gothenburg, Box 640, 405 30 Gothenburg, Sweden;3. School of Economics and Finance, Queensland University of Technology, 4000 Brisbane, Australia;1. Department of Economics and Finance, University of Wyoming, 1000 E. University Ave., Laramie, WY 82071, United States;2. HUI Research AB, 103 29 Stockholm, Sweden;3. AgriFood Economics Centre, Lund University School of Economics and Management, Box 730, 220 07 Lund, Sweden;4. Department of Food and Resource Economics, University of Copenhagen, Rolighedsvej 25, 1958 Frederiksberg C, Denmark;1. German Institute for Economic Research (DIW Berlin), 10108 Berlin, Germany;2. Mahidol University, College of Management, 69 Vipawadee Rangsit Road Samsennai, Phayathai District, Bangkok 10400, Thailand;3. Erasmus University Rotterdam, School of Economics, 6032 PA Rotterdam, The Netherlands;4. Humboldt-University Berlin, Department of Economics, 10178 Berlin, Germany;5. Leibniz University Hannover, 30167 Hannover, Germany;1. University of Hamburg, School of Business, Economics and Social Sciences, Department of Economics, Von-Melle-Park 5, 20146 Hamburg, Germany;2. National Institute for Health and Welfare, Centre for Health and Social Economics, Finland;3. School of Economics and Centre for Behavioral and Experimental Social Science, University of East Anglia, Norwich NR4 7TJ, United Kingdom |
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| Abstract: | The attraction effect refers to a situation in which adding an inferior alternative to a choice set increases the share of the relatively dominating alternative. This research posits that decision task type affect the attraction effect. People usually seek justification for their decisions. In a selection (or rejection) task, they are more likely to emphasize the positive (or negative) features of each option. The addition of an asymmetrically dominated decoy to a binary set of options undoubtedly provides an extra positive feature for the dominant option, and therefore induces a greater attraction effect. Contrarily, in a rejection task condition, the decoy in the trinary set seems to be the worst option and would be eliminated first, and the remaining comparison is identical with the original binary condition. Therefore, the attraction effect may decrease. Besides, the decision task type interacts with the construal level to affect the attraction effect. Specifically, a low construal level, compared with a high construal level, dampens the attraction effect to a greater extent in a rejection task than in a selection task. Results from three experiments support the proposed hypotheses. |
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| Keywords: | Attraction effect Decision task type Construal level |
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