Detailed Information on Publication Record
2020
Impact Of Demographic Factor Income On The Decoy Effect For Two Examined Products Categories
KUBALOVÁ, RadkaBasic 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
Language
English
Type of outcome
Článek v odborném periodiku
Field of Study
50204 Business and management
Country of publisher
Czech Republic
Confidentiality degree
není předmětem státního či obchodního tajemství
References:
RIV identification code
RIV/47813059:19520/20:A0000230
Organization unit
School of Business Administration in Karvina
Keywords in English
attraction effect; consumer decision making; context effects; effect of asymmetrically dominated alternatives; choice; season tickets; washing machines
Tags
Reviewed
Změněno: 11/4/2022 18:58, Miroslava Snopková
Abstract
V originále
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.