Marketing Letters

, Volume 23, Issue 1, pp 339–351 | Cite as

The attraction effect is more pronounced for consumers who rely on intuitive reasoning

  • Wen Mao
  • Harmen OppewalEmail author


According to the attraction effect, the addition of a decoy, or dominated, option to a choice set increases the relative choice share of the dominating option. This study shows that the attraction effect is more pronounced for consumers who rely heavily on intuitive reasoning in judgment and decision making. In contrast, the attraction effect is equally pronounced for consumers who rely more and those who rely less on rational thinking. Over 600 members of a national online consumer panel participated. The results highlight the importance of understanding individual differences in relation to context effects and choice behavior.


Context effects Attraction effect Information processing Thinking styles Rational–experiential inventory 


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Copyright information

© Springer Science+Business Media, LLC 2011

Authors and Affiliations

  1. 1.The Marketing Division, School of BusinessSouthwestern University of Finance and Economics (Liulin Campus)ChengduPeople’s Republic of China
  2. 2.Department of Marketing, Faculty of Business and EconomicsMonash UniversityCaulfield EastAustralia

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