Cancelation efficiency: Why the effect of comparison direction strengthens with choice set size

Past research has shown that, when consumers compare two options, they pay more attention to one option (the focal option) and weigh its unique features more heavily than those of the other option. This leads to a stronger (weaker) preference for the focal option when each option has uniquely favorable (unfavorable) features. This research shows that the effect becomes more pronounced as the number of options increases. This is due to a higher efficiency in eliminating common attributes from the comparison when succeeding options are considered, which grants more extensive elaboration of the unique features of the focal option.

Research highlights
► We examine whether the direction-of-comparison effect persists as set size expands.
► We find the effect becomes more pronounced as choice set size increases.
► We delineate two potential mechanisms that account for this augmentation.
► We establish the more prominent effect is due to a higher efficiency in eliminating common attributes.