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Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

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Adding Asymmetrically Dominated Alternatives: Violations of Regularity and the Similarity Hypothesis

Joel Huber, John W. Payne, Christopher Puto
DOI: http://dx.doi.org/10.1086/208899 90-98 First published online: 1 June 1982


An asymmetrically dominated alternative is dominated by one item in the set but not by another. Adding such an alternative to a choice set can increase the probability of choosing the item that dominates it. This result points to the inadequacy of many current choice models and suggests product line strategies that might not otherwise be intuitively plausible.

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