KUBALOVÁ, Radka. Attraction Effect in Marketing Context : Literature Review. Online. In Pavel Ondra. DOKBAT 2020 - 16th Annual International Bata Conference for Ph.D. Students and Young Researchers. Zlín: Tomas Bata University in Zlín, 2020, p. 295-306. ISBN 978-80-7454-935-9. Available from: https://dx.doi.org/10.7441/dokbat.2020.
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Basic information
Original name Attraction Effect in Marketing Context : Literature Review
Authors KUBALOVÁ, Radka (203 Czech Republic, guarantor, belonging to the institution).
Edition Zlín, DOKBAT 2020 - 16th Annual International Bata Conference for Ph.D. Students and Young Researchers, p. 295-306, 12 pp. 2020.
Publisher Tomas Bata University in Zlín
Other information
Original language English
Type of outcome Proceedings paper
Field of Study 50204 Business and management
Country of publisher Czech Republic
Confidentiality degree is not subject to a state or trade secret
Publication form electronic version available online
WWW URL
RIV identification code RIV/47813059:19520/20:A0000159
Organization unit School of Business Administration in Karvina
ISBN 978-80-7454-935-9
Doi http://dx.doi.org/10.7441/dokbat.2020
Keywords in English asymmetrically dominated alternative; decoy effect; bibliometric analysis; marketing
Tags Reviewed
Changed by Changed by: Ing. Radka Kubalová, Ph.D., učo 39302. Changed: 6/5/2021 21:15.
Abstract
The paper serves mainly as a literature review about the topic of attraction effect with the focus to their practical application and relevance in consumer decision making and marketing. The goal of this paper is to summarize and compare the previous research about the attraction effect made in the field of behavioural economics and decision making, putting it in the marketing context. This paper employs the method of bibliometric analysis focused on period from 1982- 2020 to tract the growing research interest among authors. Taking in account 120 studies indexed in Web of Science, the growing interest in the past years can be noted and major keywords associated with the topic were identified, forming five clusters. Based on the results of the bibliometric analysis the literature review is presented focusing on the marketing context with the goal to pinpoint the direction of the possible future research. It was found out that certain aspects reflecting marketing reality like brands, different types of products or real economic consequences of choices are just recently gaining attention in the studies.
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