TY  - THES
U1  - Bachelor Thesis
A1  - Alves Trindade, Yara Sophia
T1  - Extremeness aversion: Position effects in retail, in terms of spatial vs. numerical choice architecture
N2  - The objective of this paper is to build on well-established theories like extremeness aversion and extend those to a spatial context. Extremeness aversion occurs as disadvantages loom larger than advantages. Therefore decision-makers tend to avoid the extremes and choose the middle alternative, implying that a product that becomes the intermediate alternative becomes more attractive. However, a vast majority of literature seems to neglect spatial aspects. Therefore, we propose that positioning a product in the middle of a choice architecture will lead to a relative increase in likelihood of its being chosen. In a six-week field experiment in a retail market, we displayed three choice sets of different categories. Results are inconsistent with previous research, as there was no increase in choice for the product positioned in the middle of the choice architecture.
KW  - Choice architecture
KW  - Context effect
KW  - Compatibility effect
KW  - Extremeness aversion
Y2  - 2021
SP  - 31
S1  - 31
ER  -