A zero attraction effect in naturalistic choice.

In the attraction effect, adding a dominated third option to choice set of two options can reverse preference for original options, and even increase one option’s share. This constitutes violation axioms regularity independence from irrelevant alternatives, which are core properties any model in utility each is stable across sets. Consequently, past 20 years, effect has driven development influential models multiattribute choice. However, Frederick, Lee, Baskin (2014) have recently claimed that only limited with numerical attributes, does not hold choices between naturalistic (e.g., snacks, movies) — claim would severely undermine its theoretical importance. Huber, Payne, Puto criticised Frederick et al.’s experiments, laying down criteria should be met by experiment wishing test real-world consumer choices. article presents first meets these criteria. The results show precisely zero effect.