KUBALOVÁ, Radka. Impact of Demographic Factors Gender and Age on the Decoy Effect. Ekonomika a spoločnosť. Banská Bystrica (SK), 2020, vol. 21, No 1, p. 25-33. ISSN 1335-7069.
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Basic information
Original name Impact of Demographic Factors Gender and Age on the Decoy Effect
Name in Czech Vliv demografických faktorů pohlaví a věku na efekt návnady
Authors KUBALOVÁ, Radka (203 Czech Republic, guarantor, belonging to the institution).
Edition Ekonomika a spoločnosť, Banská Bystrica (SK), 2020, 1335-7069.
Other information
Original language English
Type of outcome Article in a journal
Field of Study 50204 Business and management
Country of publisher Slovakia
Confidentiality degree is not subject to a state or trade secret
WWW URL
RIV identification code RIV/47813059:19520/20:A0000142
Organization unit School of Business Administration in Karvina
Keywords (in Czech) Rozhodování spotřebitele, efekt asymetricky dominovaných alternativ, kontextové efekty, volba
Keywords in English Consumer decision making; Effect of asymmetrically dominated alternatives; Context effects; Choice
Tags International impact, Reviewed
Changed by Changed by: Ing. Radka Kubalová, Ph.D., učo 39302. Changed: 6/5/2021 21:14.
Abstract
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.
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