According to the attraction effect, the addition of a decoy, or dominated, option to a choice set increases the relative choice share of the dominating option. This study shows that the attraction effect is more pronounced for consumers who rely heavily on intuitive reasoning in judgment and decision making. In contrast, the attraction effect is equally pronounced for consumers who rely more and those who rely less on rational thinking. Over 600 members of a national online consumer panel participated. The results highlight the importance of understanding individual differences in relation to context effects and choice behavior.