Detailed Information on Publication Record

KUBALOVÁ, Radka. Impact Of Demographic Factor Income On The Decoy Effect For Two Examined Products Categories. Acta academica karviniensia. Karviná: Obchodně podnikatelská fakulta v Karviné, 2020, vol. 20, No 2, p. 21-32. ISSN 1212-415X. Available from: https://dx.doi.org/10.25142/aak.2020.007.

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Basic information
Original name	Impact Of Demographic Factor Income On The Decoy Effect For Two Examined Products Categories
Authors	KUBALOVÁ, Radka (203 Czech Republic, guarantor, belonging to the institution).
Edition	Acta academica karviniensia, Karviná, Obchodně podnikatelská fakulta v Karviné, 2020, 1212-415X.

Other information
Original language	English
Type of outcome	Article in a journal
Field of Study	50204 Business and management
Country of publisher	Czech Republic
Confidentiality degree	is not subject to a state or trade secret
WWW	URL
RIV identification code	RIV/47813059:19520/20:A0000230
Organization unit	School of Business Administration in Karvina
Doi	http://dx.doi.org/10.25142/aak.2020.007
Keywords in English	attraction effect; consumer decision making; context effects; effect of asymmetrically dominated alternatives; choice; season tickets; washing machines
Tags	Reviewed
Changed by	Changed by: Miroslava Snopková, učo 43819. Changed: 11/4/2022 18:58.

Abstract
According to the previous research about consumer behaviour, adding a decoy option (inferior option) to a set of original options often increases the individual’s preference for one option over the other original option. In this paper, the possible impact of income as a traditional demographic factor on the phenomenon is explored and discussed in the case of two product categories: washing machines and gym season-tickets. The analysed data were obtained in an online experiment with 260 participants where the presence of the decoy effect has been confirmed for the two mentioned product categories. The effect sizes for consumer groups based on the income level are tested by Chi-squared test. It was found out that not all income categories display the decoy effect and the income categories which exhibited the decoy effect differed between the two examined product categories. The strength of the decoy effect was proved to be dependent on the income category.

Abstract

According to the previous research about consumer behaviour, adding a decoy option (inferior option) to a set of original options often increases the individual’s preference for one option over the other original option. In this paper, the possible impact of income as a traditional demographic factor on the phenomenon is explored and discussed in the case of two product categories: washing machines and gym season-tickets. The analysed data were obtained in an online experiment with 260 participants where the presence of the decoy effect has been confirmed for the two mentioned product categories. The effect sizes for consumer groups based on the income level are tested by Chi-squared test. It was found out that not all income categories display the decoy effect and the income categories which exhibited the decoy effect differed between the two examined product categories. The strength of the decoy effect was proved to be dependent on the income category.