Closed Access
Refine
Document type
- Bachelor Thesis (4) (remove)
Language
- English (4) (remove)
Is part of the Bibliography
- No (4)
Keywords
- Extremeness aversion (4) (remove)
Course of studies
Prior research found extremeness aversion effects to be common and robust. Nevertheless, most research neglected the spatial arrangement's influence on a consumer's choice and placed the compromise option of a choice set simultaneously in the spatial middle. Following these findings, five bachelor theses were conducted to investigate both aspects by analyzing numerical and spatial choice architectures – their data comprised three online surveys and three field experiments. This study aimed to compare their findings and analyze their data sets to search for overarching effects. Therefore, we hypothesized that there is either information-format compatibility or a general tendency towards the spatial middle of a choice set. To research this hypothesis, we brought the data sets into a comparable format, analyzed our findings, and conducted t-tests to test for statistical significance. Even though the study could not find overarching effects across the data, it supports the notion that a choice set's spatial arrangement, like the numerical one, can influence consumer behavior. Furthermore, it led to valuable insights for future research approaches concerning expanding extremeness aversion into a spatial dimension.
Important prior studies regarding customers purchasing behaviour proved that customers tend to avoid products showing extreme deflections in attributes and feel more comfortable purchasing articles with a balance in attributes (compromise option). Hence, for marketers, supermarket chains etc., it can be of an advantage knowing whether this effect can also be measured or even be amplified in where the spatial middle of a shelf is occupied with the compromise option. We hypothesized that the tendency towards the compromise option, eventually even higher in the spatial middle position, can also be observed in an in-store experiment with real-life circumstances. In order to fulfil our study, we worked with a hardware store in southern Germany. In total, we sold 610 items consisting of 5 different products with each 3 alternatives. The result corroborated our hypothesis partly as it showed in some cases, the compromise option was indeed preferred when in the middle of a choice set. Nevertheless, in many cases, products on extreme position with “extreme” attributes were preferred. Leading to the conclusion that other factors like the brand may have higher importance in purchasing decisions.
Understanding how consumers choose between alternatives and how they use the context in doing so is the aim of numerous consumer behaviour studies. The effect of extremeness aversion has been found to be a replicable phenomenon in this field. According to this context effect, alternatives with extreme numerical attributes are less likely to be chosen than the alternative with intermediate attributes in a choice set. A new research direction regarding extremeness aversion considers not only these numerical attributes of a choice set but also the implications of the spatial dimension. Therefore, it has been hypothesized that there could also be a preference for the spatial middle in a choice set. As the phenomenon of extremeness aversion corresponds with decision uncertainty, this research aimed to investigate numerical and spatial extremeness aversion in a product class of high uncertainty and complexity. Thus, consumer preferences regarding the product class of wine were analysed in different choice architectures. Interviews in a wine specialist store and an online survey were conducted with a total number of 924 participants. The study’s results are not consistent over both data collection methods. However, independently of each other, they support the notion that consumer choices may be partly influenced by a preference for the numerical middle option, as well as by a preference for the spatial middle option.
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.