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@article{41680, author = {Kubalová, Radka}, article_location = {Banská Bystrica (SK)}, article_number = {1}, keywords = {Consumer decision making; Effect of asymmetrically dominated alternatives; Context effects; Choice}, language = {eng}, issn = {1335-7069}, journal = {Ekonomika a spoločnosť}, title = {Impact of Demographic Factors Gender and Age on the Decoy Effect}, url = {http://www.ekonomikaaspolocnost.umb.sk/wp-content/uploads/2020/08/1_2020.pdf}, volume = {21}, year = {2020} }
TY - JOUR ID - 41680 AU - Kubalová, Radka PY - 2020 TI - Impact of Demographic Factors Gender and Age on the Decoy Effect JF - Ekonomika a spoločnosť VL - 21 IS - 1 SP - 25-33 EP - 25-33 SN - 13357069 KW - Consumer decision making KW - Effect of asymmetrically dominated alternatives KW - Context effects KW - Choice UR - http://www.ekonomikaaspolocnost.umb.sk/wp-content/uploads/2020/08/1_2020.pdf L2 - http://www.ekonomikaaspolocnost.umb.sk/wp-content/uploads/2020/08/1_2020.pdf N2 - 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 paper, the possible impact of gender and age as demographic factors on the decoy effect is explored and discussed. The research question is whether there might be any significant differences in the strength of decoy effect on choices of Czech consumers according to these factors. The analyzed data were obtained in an experiment with 260 participants where the presence of the decoy effect has been confirmed for two product categories washing machines and gym seasonal tickets. The effect sizes for consumers groups based on the demographic factors are tested by Chi-squared test. This study and its findings broaden the theory of consumer decision making about decoy effects. ER -
KUBALOVÁ, Radka. Impact of Demographic Factors Gender and Age on the Decoy Effect. \textit{Ekonomika a spoločnosť}. Banská Bystrica (SK), 2020, roč.~21, č.~1, s.~25-33. ISSN~1335-7069.
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