KUBALOVÁ, Radka. IMPACT OF CONTEXT EFFECTS ON DECISION-MAKING BETWEEN GENERATIONS. Online. In Čábyová, L, Z. Bezáková a A. Madleňák, eds. 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, p. 387-396. ISSN 1339-5726.
Other formats:   BibTeX LaTeX RIS
Basic 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
Original language English
Type of outcome Proceedings paper
Field of Study 50204 Business and management
Country of publisher Slovakia
Confidentiality degree is not subject to a state or trade secret
Publication form electronic version available online
WWW URL
RIV identification code RIV/47813059:19520/21:A0000272
Organization unit School of Business Administration in Karvina
ISSN 1339-5726
Keywords in English Choice; Consumer Behaviour; Context Effects; Generations
Changed by Changed by: Ing. Radka Kubalová, Ph.D., učo 39302. Changed: 20/1/2022 15:41.
Abstract
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.
PrintDisplayed: 23/5/2024 07:22