IMPACT OF CONTEXT EFFECTS ON DECISION-MAKING BETWEEN GENERATIONS

@inproceedings{56682,
   author = {Kubalová, Radka},
   address = {Trnava},
   booktitle = {Conference Proceedings from the Annual International Scientific Conference “Marketing Identity 2021: New changes, new challenges”},
   editor = {Čábyová, L, Z. Bezáková a A. Madleňák, eds.},
   keywords = {Choice; Consumer Behaviour; Context Effects; Generations},
   howpublished = {elektronická verze "online"},
   language = {eng},
   location = {Trnava},
   pages = {387-396},
   publisher = {Faculty of Mass Media Communication, University of SS. Cyril and Methodius in Trnava},
   title = {IMPACT OF CONTEXT EFFECTS ON DECISION-MAKING BETWEEN GENERATIONS},
   url = {https://fmk.sk/download/MI_2021_eng_FINAL.pdf},
   year = {2021}
}

TY  - JOUR
ID  - 56682
AU  - Kubalová, Radka
PY  - 2021
TI  - IMPACT OF CONTEXT EFFECTS ON DECISION-MAKING BETWEEN GENERATIONS
PB  - Faculty of Mass Media Communication, University of SS. Cyril and Methodius in Trnava
CY  - Trnava
KW  - Choice
KW  - Consumer Behaviour
KW  - Context Effects
KW  - Generations
UR  - https://fmk.sk/download/MI_2021_eng_FINAL.pdf
N2  - The older consumers tend to be usually portrayed as easily manipulated and harmed by various scams but at the same time, the scientific literature brings evidence that older citizens are often more resistant to social or consumer influence than younger ones, with some studies reporting seniors do achieve a superior performance in decision-making tasks involving decoys as compared to the university students. This paper shifts the focus from undergraduate students and seniors and explores the possible differences in choices for washing machines and food processors among four generations (Boomers, Generation X, Millennials, Generation Z) in presence of decoy, and compromise effect. The analysis of choices in 2-item and 3-item condition is based on the data obtained in an online survey experiment with 420 Czech respondents between ages 18 and 64. The results show that there were no significant differences in choices between the generations when it came to the decoy effect. For the compromise effect, members of Millennials and Generation X showed positive preference for the middle, compromise option after the extreme decoy was added to the choice set.
ER  - 

KUBALOVÁ, Radka. IMPACT OF CONTEXT EFFECTS ON DECISION-MAKING BETWEEN GENERATIONS. Online. In Čábyová, L, Z. Bezáková a A. Madleňák, eds. \textit{Conference Proceedings from the Annual International Scientific Conference “Marketing Identity 2021: New changes, new challenges”}. Trnava: Faculty of Mass Media Communication, University of SS. Cyril and Methodius in Trnava, 2021, s.~387-396. ISSN~1339-5726.