Adding Asymmetrically Dominated Alternatives: Violations of Regularity and the Similarity Hypothesis
Huber, Payne and Puto report the finding that became the decoy effect. An asymmetrically dominated alternative is one that is dominated by a single item in the choice set but not by another. Adding such an alternative to a set can increase the probability of choosing the item that dominates it, which conventional choice models rule out, since adding an option should only draw share away from those already present. The authors note two consequences. The result points to the inadequacy of many current choice models, and it suggests product line strategies that might not otherwise be intuitively plausible, a sentence in which the research hands the commercial application over directly. This vault cites the paper as the origin of the effect and holds the question of where it actually operates on a separate page, since the scope has since been narrowed considerably.
Huber, Payne and Puto report the finding that became the decoy effect. An asymmetrically dominated alternative is one that is dominated by a single item in the choice set but not by another. Adding such an alternative to a set can increase the probability of choosing the item that dominates it, which conventional choice models rule out, since adding an option should only draw share away from those already present. The authors note two consequences. The result points to the inadequacy of many current choice models, and it suggests product line strategies that might not otherwise be intuitively plausible, a sentence in which the research hands the commercial application over directly. This vault cites the paper as the origin of the effect and holds the question of where it actually operates on a separate page, since the scope has since been narrowed considerably.
Written from the abstract, OpenAlex.
What our sources record
Reproduced as it was written when this source was checked, figures and all.
Huber, J., Payne, J. W., & Puto, C. (1982). 'Adding asymmetrically dominated alternatives: violations of regularity and the similarity hypothesis.' Journal of Consumer Research, 9(1), 90-98. Adding an asymmetrically dominated alternative to a choice set can increase the probability of choosing the item that dominates it; the authors note this points to the inadequacy of many choice models and suggests product line strategies that might not otherwise be intuitively plausible. doi:10.1086/208899
Where we use it
- The Option You Were Never Meant to Buy, Why We Act
Reliability of this reference
The link below was matched against the publisher's record on title, first author and year, and all three agree.
The source
https://doi.org/10.1086/208899
DOI: 10.1086/208899