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Extremeness aversion in spatial vs. numerical choice architectures

  • Prior research on choice in context demonstrated extremeness aversion to be very effective on consumers’ purchasing behaviour. However, it seems that previous studies have neglected to investigate the impact of the spatial arrangements of choice architectures on consumers purchasing behaviour. Based on indications of prior research, we pursued to demonstrate in this study that consumers who are uncertain regarding their preferences tend to search for alternatives in the middle of a choice architecture. Therefore, we hypothesized that an alternative, positioned in the middle of a choice architecture, will present a relatively higher choice share. To research this hypothesis we conducted an online survey mainly in Central Europe, which involved a total number of 901 respondents at the age between 15 and 95. The study’s results demonstrate that the decision making of the majority of the participants is heavily influenced by a choice architecture’s spatial arrangement. It became evident that the choice share of one alternative was higher when presented in the middle of a choice architecture than when presented in the periphery.

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  • Extremeness aversion in spatial vs. numerical choice architectures

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Author:Dennis Burghart
Advisor:Kai-Markus Müller
Document Type:Bachelor Thesis
Year of Completion:2020
Granting Institution:Hochschule Furtwangen
Date of final exam:2020/08/21
Release Date:2020/09/01
Tag:Consumer behavior; Context effect; Extremeness aversion; Purchasing behavior; Spatial choice architecture
Page Number:71
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Marketing
Open-Access-Status: Closed Access 
Licence (German):License LogoUrheberrechtlich geschützt