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    Antecedents of the attraction effect: An information-processing approach

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    MishraS_JMR_30(3)331.pdf (1.422Mb)
    Issue Date
    1993-08
    Author
    Mishra, Sanjay
    Umesh, U. N.
    Stem, Donald E., Jr.
    Publisher
    American Marketing Association
    Type
    Article
    Article Version
    Scholarly/refereed, publisher version
    Metadata
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    Abstract
    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.
    URI
    http://hdl.handle.net/1808/17776
    Collections
    • School of Business Scholarly Works [212]
    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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    Contact KU ScholarWorks
    785-864-8983
    KU Libraries
    1425 Jayhawk Blvd
    Lawrence, KS 66045
    785-864-8983

    KU Libraries
    1425 Jayhawk Blvd
    Lawrence, KS 66045
    Image Credits
     

     

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