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The influence of rankings on attribute weights in multi-attribute decision tasks

Simon Quaschning (UGent) , Mario Pandelaere (UGent) and Iris Vermeir (UGent)
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Abstract
This paper investigates two alternative mechanisms through which rankings may influence attribute weights. While the choice of sorting attribute may serve as a sign of relevance (conversational norms mechanism), consumers could also deduce attribute importance from the ease of processing (fluency mechanism). It is shown that rankings only influence the weight of less familiar attributes. Using eye-movement data, we found the sorting attribute to correspond with a decrease in attention, which is not compatible with the conversational norms mechanism. We provide evidence for the “ease of comparison” as an explaining factor with a cognitive load manipulation.
Keywords
attribute weights, multi-attribute decision making, processing fluency, rankings

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Citation

Please use this url to cite or link to this publication:

MLA
Quaschning, Simon, et al. “The Influence of Rankings on Attribute Weights in Multi-Attribute Decision Tasks.” Proceedings of the de 2012 Society for Consumer Psychology Annual Winter Conference, Society for Consumer Psychology (SCP), 2012.
APA
Quaschning, S., Pandelaere, M., & Vermeir, I. (2012). The influence of rankings on attribute weights in multi-attribute decision tasks. In Proceedings of the de 2012 Society for Consumer Psychology Annual Winter Conference. Las Vegas, Nevada, USA: Society for Consumer Psychology (SCP).
Chicago author-date
Quaschning, Simon, Mario Pandelaere, and Iris Vermeir. 2012. “The Influence of Rankings on Attribute Weights in Multi-Attribute Decision Tasks.” In Proceedings of the de 2012 Society for Consumer Psychology Annual Winter Conference. Society for Consumer Psychology (SCP).
Chicago author-date (all authors)
Quaschning, Simon, Mario Pandelaere, and Iris Vermeir. 2012. “The Influence of Rankings on Attribute Weights in Multi-Attribute Decision Tasks.” In Proceedings of the de 2012 Society for Consumer Psychology Annual Winter Conference. Society for Consumer Psychology (SCP).
Vancouver
1.
Quaschning S, Pandelaere M, Vermeir I. The influence of rankings on attribute weights in multi-attribute decision tasks. In: Proceedings of the de 2012 Society for Consumer Psychology Annual Winter Conference. Society for Consumer Psychology (SCP); 2012.
IEEE
[1]
S. Quaschning, M. Pandelaere, and I. Vermeir, “The influence of rankings on attribute weights in multi-attribute decision tasks,” in Proceedings of the de 2012 Society for Consumer Psychology Annual Winter Conference, Las Vegas, Nevada, USA, 2012.
@inproceedings{2067130,
  abstract     = {{This paper investigates two alternative mechanisms through which rankings may influence attribute weights. While the choice of sorting attribute may serve as a sign of relevance (conversational norms mechanism), consumers could also deduce attribute importance from the ease of processing (fluency mechanism). It is shown that rankings only influence the weight of less familiar attributes. Using eye-movement data, we found the sorting attribute to correspond with a decrease in attention, which is not compatible with the conversational norms mechanism. We provide evidence for the “ease of comparison” as an explaining factor with a cognitive load manipulation.}},
  author       = {{Quaschning, Simon and Pandelaere, Mario and Vermeir, Iris}},
  booktitle    = {{Proceedings of the de 2012 Society for Consumer Psychology Annual Winter Conference}},
  keywords     = {{attribute weights,multi-attribute decision making,processing fluency,rankings}},
  language     = {{eng}},
  location     = {{Las Vegas, Nevada, USA}},
  pages        = {{3}},
  publisher    = {{Society for Consumer Psychology (SCP)}},
  title        = {{The influence of rankings on attribute weights in multi-attribute decision tasks}},
  year         = {{2012}},
}