Study: Many options equal extreme choices

Nov 14, 2005

Scientists in Canada and China are studying "range effect," to better understand what consumers do when faced with a range of price and quality options. Specifically, the authors found offering a wide range of options causes consumers to gravitate toward extreme choices because it is easier for them to discern difference.

"When two attributes have different levels of evaluability, extending the range of the background set would shift preferences towards the option that has a greater quantity of the high evaluability attribute," write Catherine Yeung of the University of Singapore and Dilip Soman of the University of Toronto.

But they say "range effect" occurs at the expense of mid-priced products, particularly at stores where quality ranges from moderately good to moderately very good.

"We show that widening the range of encountered options increases the choice of the cheaper option relative to the more expensive option," write the authors.

The study is detailed in the in the December issue of the Journal of Consumer Research.

Copyright 2005 by United Press International

Explore further: History books spark latest Texas classroom battle

add to favorites email to friend print save as pdf

Related Stories

Cutting electric vehicle energy use 51 percent

Sep 09, 2014

(Phys.org) —Researchers at the University of California, Riverside's Bourns College of Engineering have shown that a vehicle navigation tool they created can cut electric vehicle energy use up to 51 percent.

Wearable clip tells parents, coach about head impact

Sep 05, 2014

According to the U.S. Centers for Disease Control and Prevention, a concussion is a type of injury caused by a bump, blow, or jolt to the head that can change the way your brain normally works. Concussions ...

Myo armband and smartglasses set for deskless workplace

Aug 20, 2014

Thalmic Labs, Canada-based makers of the Myo armband, has announced the integration of Myo with smartglasses, with the partnership help of a number of companies pairing the Myo with their products. The gesture-control ...

Australia's first fuel cell bicycle

Sep 08, 2014

UNSW researchers have built an Australian-first bicycle that can take riders up to 125 kilometres on a single battery charge and $2 of hydrogen.

Recommended for you

History books spark latest Texas classroom battle

26 minutes ago

As Texas mulls new history textbooks for its 5-plus million public school students, some academics are decrying lessons they say exaggerate the influence of Christian values on America's Founding Fathers.

Flatow, 'Science Friday' settle claims over grant

42 minutes ago

Federal prosecutors say radio host Ira Flatow and his "Science Friday" show that airs on many National Public Radio stations have settled civil claims that they misused money from a nearly $1 million federal ...

'Hidden Treasure of Rome' project unveiled

1 hour ago

For more than a century, hundreds of thousands of historical artifacts dating back to before the founding of Rome have been stored in crates in the Capitoline Museums of Rome, where they have remained mostly untouched. Now, ...

Poverty rate drops for the first time since 2006

2 hours ago

The poverty rate in the United States has dropped for the first time since 2006, bringing a bit of encouraging news about the nation's economy as President Barack Obama and Congress gear up for the November elections.

User comments : 0