Experience and context effects: the role of conflict

Frame and context effects have been advocated as one of the major causes able to produce decision output violating the normative theories of decision. Among the several experimental sets that demonstrated the violation of the normative assumptions, the attraction effect plays an important role for marketers, asserting that -under certain conditions- the introduction of a new brand may not produce a reduction of the existing product shares. It is therefore important to understand under which conditions this phenomenon occurs, that is to identify the specific conditions responsible for it.