This study examines time pressure and justification as a potential alternative explanation for the attraction effect. This study tests the possibility that, in some cases when conditions such as low time pressure and expectations of future questioning (justification) are present, the attraction effect can be explained by a processing strategy based on a large number of attributes. In other cases, when high time pressure and low justification are present, the attraction effect can be explained by a processing strategy based on a few number of attributes. Five studies were conducted to test the hypotheses. Two Pilot studies were done to select product categories, attribute values and to check methodology in Colombia. The main study consisted of two experiments. Experiment 1 was conducted to replicate earlier studies on attraction effect and to demonstrate that the attraction effect is robust across cultures. Experiments 2, and 3 were conducted to examine how time pressure and justification conditions may influence choice outcomes. Findings give support to the attraction effect in other cultural context. In addition, present findings contribute to an understanding of how time pressure and justification influence decisions and have the ability to explain the asymmetrical dominance effect
