“…This systemic violation of rationality has been studied extensively in the literature on psychology, marketing, consumer behavior and decision making, and replicated using many different experimental settings. The effect has been observed when subjects are given real incentives (Herne, 1998(Herne, , 1999Simonson and Tversky, 1992); when choice sets consist of non-market alternatives (Bateman et al, 2008), policy alternatives (Herne, 1997), gambles (Herne, 1999;Wedell, 1991) or investment alternatives (Schwarzkopf, 2003); when the experimental design is withinsubject (Lehmann and Pan, 1994;Simonson, 1989;Wedell and Pettibone, 1996) or betweensubject (Dhar and Glazer, 1996;Highhouse, 1996) and even when the subjects are hummingbirds (Bateson et al, 2003), gray jays (Shafir et al, 2002), túngara frogs (Lea and Ryan, 2015) or amoeboid organisms (Latty and Beekman, 2011). Furthermore, in a field experiment conducted in a grocery store, Doyle et al (1999) have shown that the asymmetric dominance effect plays an important role in actual markets.…”