Antecedents of the attraction effect: An information-processing approach
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Issue Date
1993-08Author
Mishra, Sanjay
Umesh, U. N.
Stem, Donald E., Jr.
Publisher
American Marketing Association
Type
Article
Article Version
Scholarly/refereed, publisher version
Metadata
Show full item recordAbstract
Many researchers have demonstrated the existence of an attraction effect that increases the choice probability of an existing target brand by the introduction of a relatively inferior decoy brand. A causal model that links antecedent variables with the attraction effect is developed. It is found that the attraction effect is explained to a considerable extent by changes in the following 7 variables: 1. information relevance or stimulus meaningfulness, 2. product class knowledge, 3. task involvement, 4. perceived similarity between decoy and target, 5. relative brand preference, 6. share captured by decoy brand, and 7. perceived decoy popularity. The overall results were consistent across product classes studied, which included beer, cars, and television sets. The popularity explanation for attraction effect, alluded to by Huber, Payne, and Puto (1982), was tested and found to hold true.
Description
This is the published version. Copyright 1993 American Marketing Association.
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Citation
Mishra, Sanjay, U. N. Umesh, and Donald E. Stem. "Antecedents of the Attraction Effect: An Information-Processing Approach." Journal of Marketing Research 30.3 (1993): 331. Web.
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