Detailed Information on Publication Record
2021
IMPACT OF CONTEXT EFFECTS ON DECISION-MAKING BETWEEN GENERATIONS
KUBALOVÁ, RadkaBasic information
Original name
IMPACT OF CONTEXT EFFECTS ON DECISION-MAKING BETWEEN GENERATIONS
Authors
KUBALOVÁ, Radka (203 Czech Republic, guarantor, belonging to the institution)
Edition
Trnava, Conference Proceedings from the Annual International Scientific Conference “Marketing Identity 2021: New changes, new challenges” p. 387-396, 10 pp. 2021
Publisher
Faculty of Mass Media Communication, University of SS. Cyril and Methodius in Trnava
Other information
Language
English
Type of outcome
Stať ve sborníku
Field of Study
50204 Business and management
Country of publisher
Slovakia
Confidentiality degree
není předmětem státního či obchodního tajemství
Publication form
electronic version available online
References:
RIV identification code
RIV/47813059:19520/21:A0000272
Organization unit
School of Business Administration in Karvina
ISSN
Keywords in English
Choice; Consumer Behaviour; Context Effects; Generations
Změněno: 20/1/2022 15:41, Ing. Radka Kubalová, Ph.D.
Abstract
V originále
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.