Acta academica karviniensia 2019, 19(4):30-41 | DOI: 10.25142/aak.2019.023

THE EFFECT OF ASSYMETRICALLY DOMINATED ALTERNATIVES FOR CHOSEN PRODUCT CATEGORIES

Radka Kubalová, Martin Klepek
Slezská univerzita, Obchodně podnikatelská fakulta, Univerzitní nám. 1934/3,733 40 Karviná

When faced with the choice problem involving two products each superior in a different dimension, an addition of an asymmetrically dominated alternative into the choice set might shift the consumer’s preferences towards the dominant alternative. In this article, the effect of asymmetrically dominated alternatives is explored on a sample of Czech consumers involving four different product categories – lunch meals, vacation destinations, gym season tickets, and washing machines. The research question is whether there might be any significant differences in the strength of the effect on choices of Czech consumers. The analyzed data were obtained in an experiment with 260 participants and the effect sizes are tested by the Chi-squared test. The presence of the decoy effect is confirmed only for two product categories, washing machines, and gym season tickets. For the remaining two product categories the effect was not confirmed. This study and its findings test the theory of consumer decision making about the decoy effects in the case of specific products and implications for business considering using the decoy effect are made.

Keywords: consumer behaviour, consumer decision-making, decoy effect, marketing.
JEL classification: D91, M31

Received: June 29, 2020; Revised: August 29, 2020; Accepted: September 9, 2020; Published: September 10, 2020  Show citation

ACS AIP APA ASA Harvard Chicago Chicago Notes IEEE ISO690 MLA NLM Turabian Vancouver
Kubalová R, Klepek M. THE EFFECT OF ASSYMETRICALLY DOMINATED ALTERNATIVES FOR CHOSEN PRODUCT CATEGORIES. Acta academica karviniensia. 2019;19(4):30-41. doi: 10.25142/aak.2019.023.
Share...
Download citation
  • BibTeX (.bib)
  • Bookends (.ris)
  • EasyBib (.ris)
  • EndNote (.enw)
  • EndNote 8 (.xml)
  • ISI WoS (.isi)
  • Medlars (.medlars)
  • Mendeley (.ris)
  • MODS (.xml)
  • Papers (.ris)
  • RefWorks (.txt)
  • RefManager (.ris)
  • RIS (.ris)
  • MS Word (.xml)
  • Zotero (.ris)
    • Open full article

    References

    1. ARIELY, D., 2008. Predictably Irrational: The Hidden Forces That Shape Our Decisions. 1st ed. New York: Harper Collins. ISBN 978-0-00-725653-2.
    2. BAČOVÁ, V., 2013. Preferéncie a efekt atraktivíty v rozhodovaní. In R. Masaryk, ed., Rozhodovanie a usudzovanie V. Sociálne vplyvy v rozhodovaní. Bratislava: Ústav experimentálnej psychológie, pp. 45-68. ISBN 978-80-88910-46-6.
    3. CHUANG, S. CH. and R. YEN, 2007. The impact of a product's country-of-origin on compromise and attraction effects. Marketing Letters, 18(4), 279-291. ISSN 0923-0645. Go to original source...
    4. DHAR, R. and I. SIMONSON, 2003. The Effect of Forced Choice on Choice. Journal of Marketing Research, 40(2), 146-160. ISSN 0022-2437. Go to original source...
    5. ĎURINÍK, M., 2013. Influencing a Warranty Choice with the Introduction of an Inferior Alternative into the Choice Set. In: Proceedings of 6th International Scientific Conference. Karviná Ph.D. Conference on Business and Economics. Karviná: SU - OPF, pp. 249-257. ISBN 978-80-7248-901-5.
    6. FREDERICK, S., L. LEE and E. BASKIN, 2014. The limits of attraction. Journal of Marketing Research, 51(4), 487-507. ISSN 0022-2437. Go to original source...
    7. GONZALEZ-PRIETO, D., J. M. SALLAN, P. SIMO and R. CARRION, 2013. Effects of the addition of simple and double decoys on the purchasing process of airline tickets. Journal of Air Transport Management, 29, 39-45. ISSN 0969-6997. Go to original source...
    8. HA, Y. - W., S. PARK and H. - K. AHN, 2009. The influence of categorical attributes on choice context effects. Journal of Consumer Research, 36(3), 463-477. ISSN 0093-5301. Go to original source...
    9. HEATH, T. B. and S. CHATTERJEE, 1995. Asymmetric Decoy Effects on Lower-Quality versus Higher-Quality Brands: Meta-Analytic and Experimental Evidence. Journal of Consumer Research, 22(3), 268-284. ISSN 0093-5301. Go to original source...
    10. HUBER, J., J. W. PAYNE and C. PUTO, 1982. Adding Asymmetrically Dominated Alternatives: Violations of Regularity and the Similarity Hypothesis. Journal of Consumer Research, 9(1), 90-98. ISSN 0093-5301. Go to original source...
    11. LEVAV, J., R. KIVETZ and C. CHO, 2010. Motivational Compatibility and Choice Conflict. Journal of Consumer Research, 37(3), 429-442. ISSN 0093-5301. Go to original source...
    12. LIN, CH. - H., Y. - CH. SUN, S. - CH. CHUANG and H. - J. SU, 2008. Time Pressure and the Compromise and Attraction Effects in Choice. In A. LEE and D. SOMAN, eds. Advances in Consumer Research Volume 35. Duluth, USA: Association for Consumer Research, pp. 348-352. ISSN 0098-9258.
    13. LUCE, R. D., 1977. The Choice Axiom after Twenty Years. Journal of Mathematical Psychology, 15(3), 215-233. ISSN 0022-2496. Go to original source...
    14. MAO, W. and H. OPPEWAL, 2012. The attraction effect is more pronounced for consumers who rely on intuitive reasoning. Marketing Letters, 23(1), 339-351. ISSN 0923-0645. Go to original source...
    15. MILBERG, S. J., M. SILVA, P. CELEDON and F. SINN, 2014. Synthesis of attraction effect research: Practical market implications? European Journal of Marketing, 48(7/8), 1413-1430. ISSN 0309-0566. Go to original source...
    16. PARK, J. Y. and S. S. JANG, 2018. The Impact of Sold-Out Information on Tourist Choice Decisions. Journal of Travel and Tourism Marketing, 35(5), 622-632. ISSN 1054-8408. Go to original source...
    17. ROODERKERK, R. P., H. J. VAN HEERDE and T. H. A. BIJMOLT, 2011. Incorporating context effects into a choice model. Journal of Marketing Research, 48(4), 767-780. ISSN 0022-2437. Go to original source...
    18. SHOEMAKER, S., 1994. A Proposal to Improve the Overall Price Value Perception of a Product Line. Journal of Restaurant and Foodservice Marketing, 1(1), 89-101. ISSN 1052-214X.
    19. TOMEK, I., V. STŘÍTESKÝ and R. TAHAL, 2013. Segmentation of Czech Consumers Based on Their Attitudes towards Money. Central European Business Review, 2(2), 19-24. ISSN 1805-4862. Go to original source...
    20. WU, CH. and K. COSGUNER, 2020. Profiting from the Decoy Effect: A Case Study of an Online Diamond Retailer. Marketing Science, forthcoming. ISSN 0732-2399. Go to original source...
    21. YANG, S. S. and M. LYNN, 2014. More Evidence Challenging the Robustness and Usefulness of the Attraction Effect. Journal of Marketing Research, 51(4), 508-513. ISSN 0022-2437. Go to original source...

    Return to the content