J 2020

The Effect of Assymetrically Dominated Alternatives for Chosen Product Categories

KUBALOVÁ, Radka a Martin KLEPEK

Základní údaje

Originální název

The Effect of Assymetrically Dominated Alternatives for Chosen Product Categories

Autoři

KUBALOVÁ, Radka (203 Česká republika, garant, domácí) a Martin KLEPEK (203 Česká republika)

Vydání

Acta academica karviniensia, 2020, 1212-415X

Další údaje

Jazyk

angličtina

Typ výsledku

Článek v odborném periodiku

Obor

50204 Business and management

Stát vydavatele

Česká republika

Utajení

není předmětem státního či obchodního tajemství

Odkazy

Kód RIV

RIV/47813059:19520/20:A0000158

Organizační jednotka

Obchodně podnikatelská fakulta v Karviné

Klíčová slova anglicky

consumer behaviour; consumer decision-making; decoy effect; marketing
Změněno: 28. 12. 2020 12:16, Ing. Radka Kubalová, Ph.D.

Anotace

V originále

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.