Adding Small Differences can Increase Similarity and Choice

• Main Authors: KIM, Jongmin, Novemsky, Nathan, Dhar, Ravi
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2013
• Subjects: similarity; decision making; judgment; choice difficulty; Business; Marketing; Psychology
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/4595; https://ink.library.smu.edu.sg/context/lkcsb_research/article/5594/viewcontent/PsychologicalScience_2013_Kim_pv.pdf
• Institution: Singapore Management University

Similarity plays a critical role in many judgments and choices. Traditional models of similarity posit that increasing the number of differences between objects cannot increase judged similarity between them. In contrast to these previous models, the present research shows that introducing a small d...