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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.