Choice set size and consumer preference for an option with a "zero" attribute value. Issue 3 (19th October 2020)

• Record Type: Journal Article
• Authors: Mao, Wen
• Is Part Of: Journal of consumer behaviour. Volume 20:Issue 3(2021)
• Page Start: 626
• Page End: 634
• Publication Date: 2020-10-19
• Subjects: Consumer behavior -- Periodicals; Motivation research (Marketing) -- Periodicals; 658.834205
• DOI: 10.1002/cb.1889
• Languages: English
• ISSNs: 1472-0817

Abstract

Abstract: According to the zero‐comparison effect, an option's attractiveness can be enhanced by increasing the value of one of its undesirable attributes from zero to a nonzero number (and diminished by increasing the value of one of its desirable attributes from zero to a nonzero number). This research examines an important boundary condition of the zero‐comparison effect—the size of the choice set. The results from three studies show that the zero‐comparison effect only exists for a two‐option set; when more options are included in the choice set, the presence of multiple similarly attractive options enables consumers to make meaningful attribute trade‐offs that reduce their reliance on perceptions of relative magnitude and therefore diminish the zero‐comparison effect. This article concludes by situating the results and their implications within the preference construction literature and by offering practical suggestions for firms interested in leveraging the zero‐comparison idea to more effectively design product assortments and advertising campaigns.