In a choice set of X and Y, share of X can be increased by
expanding the choice set with third alternative Z, similar but
inferior to X. This phenomenon is known as Asymmetric Dominance
Effect (ADE).Similar to it is Enhancement Effect (EE), although
both originate in different cognitive processes. This thesis
examines ADE and EE and their relation to one’s Need for
Cognitive Closure (NFCC) and tendency towards cognitive
reflection (CRT). To investigate this, an experiment with 88
participants was conducted. The results find support for the
hypothesis of positive linear relation between ADE and NFCC and
negative linear relation between ADE and CRT. No linear
relation between EE and either NFCC or CRT was found. Unlike
expected, people high in NFCC were not found to spend less time
making their decisions compared to people low in NFCC. In final
section, the thesis discusses the weaknesses of the research
conducted, context and consequences of the results. Suggestions
for upcoming research directions are proposed too.