Salience and Consumer Choice

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Salience and Consumer Choice

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Title: Salience and Consumer Choice
Author: Bordalo, Pedro; Gennaioli, Nicola; Shleifer, Andrei

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Citation: Bordalo, Pedro, Nicola Gennaioli, and Andrei Shleifer. 2013. “Salience and Consumer Choice.” Journal of Political Economy 121 (5) (October): 803–843. doi:10.1086/673885.
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Abstract: We present a theory of context-dependent choice in which a consumer’s attention is drawn to salient attributes of goods, such as quality or price. An attribute is salient for a good when it stands out among the good’s attributes relative to that attribute’s average level in the choice set (or, more broadly, the choice context). Consumers attach disproportionately high weight to salient attributes, and their choices are tilted toward goods with higher quality/price ratios. The model accounts for a variety of disparate evidence, including decoy effects and contextdependent willingness to pay. It also suggests a novel theory of misleading sales.
Published Version: doi:10.1086/673885
Terms of Use: This article is made available under the terms and conditions applicable to Other Posted Material, as set forth at http://nrs.harvard.edu/urn-3:HUL.InstRepos:dash.current.terms-of-use#LAA
Citable link to this page: http://nrs.harvard.edu/urn-3:HUL.InstRepos:27814563
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