Do shared features of offered alternatives have an effect in consumer choice?

Are features shared by alternatives canceled, and is greater weight placed on the unique features in choosing among the alternatives provided? The present article evaluates the possible cancellation operation in terms of pricing and preferential choice and determines whether features shared by competing alternatives affected consumer decisions. This article suggests that features shared by alternatives may be canceled only when the shared features are irrelevant to the unique features and that shared features that are relevant do matter. Implications of the cancellation-and-focus model of choice and its relation to the equate-to-differentiate model of choice are discussed.