Asymmetric Comparison in Choice Processes

Abstract

Since Tversky's (1977) seminal paper on asymmetric comparisons was published, comparisons of different options are generally believed to be directional. Interestingly, the asymmetry involved in comparisons has not been considered systematically for choices between different options. This paper argues that, in decision situations, one of the options serves as a dominant standard against which the others are evaluated, which results in asymmetric comparisons and, in turn, has important and systematic consequences for the choice process. This paper outlines which conditions should result in asymmetric comparisons. Taking existing models of asymmetric comparisons into account, a process model will be presented using the loss of a previously available choice option as an example.