Does more attractive choice always decrease choice deferral? The moderating effect of ideal point

Abstract

This research shows that having a more attractive product in a choice set will not always reduce choice deferral. It depends on the type of consumers and type of product attributes. The current research examines the interaction effect of attractiveness difference and ideal point on choice deferral with three studies that were examined using products and services in related hospitality industries. Ideal point exists when consumers have specific preference on combination of product attributes. The results revealed that consumers without an ideal point will tend to defer choice in a small than large attractiveness difference choice set, while the tendency to defer choice for consumers with an ideal point will not be affected by the attractiveness difference in a choice set (study 1). A different moderating effect exists when a type of product attributes is changed (study 2) and we rule out the moderating effect of ideal point (study 3).