Consumers often have to make trade‐offs between desirable, “more is better,” and undesirable, “less is better,” attributes. What drives whether the desirable or the undesirable attributes will be weighed more heavily in decisions? We show that the extent to which consumers focus on desirable versus undesirable attributes depends on the overall attractiveness of their consideration sets. The less attractive the options under consideration are—the higher is the weight allocated to undesirable attributes, such as price. Three experiments set in the contexts of lottery ticket purchasing (study 1), hotel booking (study 2), elections (study 3), and a conjoint study of online course evaluations (study 4) (N = 2,149, p‐curve power estimate 90%), demonstrate that unattractive sets increase the relative weight of “undesirable” attributes (e.g., price of a product, workload of a course) and lead to increased preference for options superior on these attributes.

中文翻译：

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选择您的毒药：在没有吸引力的考虑因素集中权衡取舍

消费者通常必须在理想的，“更好的更好”和不良的，“更好的更少”属性之间进行权衡。是什么因素会在决策中对权重属性进行权衡呢？我们表明，消费者关注于期望属性与不期望属性的程度取决于其考虑因素的总体吸引力。所考虑的选项吸引力越小，分配给不良属性（例如价格）的权重就越高。在彩票购买（研究1），酒店预订（研究2），选举（研究3）和在线课程评估的联合研究（研究4）的背景下进行了三个实验（N = 2,149，p曲线功效估计为90％），表明没有吸引力的集合会增加“不良”属性（例如产品的价格，课程的工作量）的相对权重，并导致对这些属性优越的选项的偏好增加。