Support Theory

Support Theory explains how our judgments are influenced by the range of options we consider. Essentially, the context or set of choices we evaluate affects how we perceive each option’s value. When an option is assessed within a broad set, it may seem less attractive, while the same option might appear more appealing in a narrower set. This phenomenon occurs because the context provides a "support" or comparison framework, impacting our perceptions of risk, quality, or value. Understanding Support Theory helps explain why our preferences and decisions can shift depending on the options available for comparison.