D 2021

IMPACT OF CONTEXT EFFECTS ON DECISION-MAKING BETWEEN GENERATIONS

KUBALOVÁ, Radka

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

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:

URL

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.
Displayed: 22/12/2024 21:16