Toward Understanding the Attraction Effect: The Implications of Product Stimulus Meaningfulness and Familiarity

Abstract

Two related articles by Huber, Payne, and Puto (1982) and Huber and Puto (1983) introduced the concept of an attraction effect into the literature on contextual effects in consumer choice. The attraction effect concerns the ability of an inferior product to increase the attractiveness of another alternative when the inferior product is added to the original choice set. Potential explanations for this effect are examined, including the relevance of such moderating variables as stimulus meaningfulness and the consumer's familiarity with the product category. Several empirical studies of the attraction effect and the influence of these moderating variables on it are reviewed. The results of these investigations indicate that the attraction effect may be significantly reduced, though not necessarily eliminated, when meaningfulness and familiarity are controlled. The implications of these findings for consumer choice research are discussed.