Vices and Virtues of Misguided Replications: The Case of Asymmetric Dominance

20 Pages Posted: 23 Apr 2014

See all articles by Itamar Simonson

Itamar Simonson

Stanford University; Stanford Graduate School of Business

Date Written: April 22, 2014

Abstract

The likelihood of replicating an effect such as asymmetric dominance (AD) largely depends on the other, usually more important choice drivers (e.g., attributes, values). Accordingly, it is not at all surprising that the AD effect is often not observed when other choice drivers have greater impact and/or when the AD configuration is unlikely to be perceived. However, where price is an attribute and in many other cases, the AD effect is often observed in properly designed studies and in reality. Frederick, Lee, and Baskin raise important questions, but they would have made a greater contribution had they (a) systematically studied the drivers of AD perceptions, (b) more accurately tried to replicate earlier AD effect demonstrations, and (c) systematically studied the repulsion effect. I also briefly comment on the Lynn and Yang studies, which, as far as one can tell, in most cases did not properly test the AD effect.

Keywords: decision making, replication, context effects

Suggested Citation

Simonson, Itamar, Vices and Virtues of Misguided Replications: The Case of Asymmetric Dominance (April 22, 2014). Stanford University Graduate School of Business Research Paper No. 14-13, Available at SSRN: https://ssrn.com/abstract=2427930 or http://dx.doi.org/10.2139/ssrn.2427930

Itamar Simonson (Contact Author)

Stanford University ( email )

Stanford, CA 94305
United States

Stanford Graduate School of Business ( email )

655 Knight Center
Stanford, CA 94305-5015
United States

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