J 2023

The Importance of Pictorial Description in Consumer Decision-Making Involving Decoys

KUBALOVÁ, Radka

Základní údaje

Originální název

The Importance of Pictorial Description in Consumer Decision-Making Involving Decoys

Autoři

KUBALOVÁ, Radka (203 Česká republika, garant, domácí)

Vydání

Acta academica karviniensia, Karviná, SU OPF, 2023, 1212-415X

Další údaje

Jazyk

angličtina

Typ výsledku

Článek v odborném periodiku

Obor

50902 Social sciences, interdisciplinary

Stát vydavatele

Česká republika

Utajení

není předmětem státního či obchodního tajemství

Odkazy

URL

Kód RIV

RIV/47813059:19520/23:A0000405

Organizační jednotka

Obchodně podnikatelská fakulta v Karviné

DOI

http://dx.doi.org/10.25142/aak.2023.003

Klíčová slova anglicky

consumer decision-making; context effects; decoys; product description
Změněno: 18. 12. 2023 08:48, Ing. Radka Kubalová, Ph.D.

Anotace

V originále

According to the previous research about consumer behaviour, adding a decoy option to a choice set often increases the individual’s preference for one option over the other original option. The literature discusses the information format as one of the moderating factors with qualitative and pictorial information possibly weakening the decoy effect. To test this, this contribution uses the washing machine scenario of decoy effect previously examined where the decoy effect was found to not influence the consumer behaviour. In this paper, the experimental conditions were broadened when it comes to the image format accompanying the alternative description to examine the influence of specific images on the consumer choices to explain the previously reported failure to detect the decoy effect. In total, choices of 959 respondents from a set of the washing machines were collected and analysed using Chi-squared test. The current results indeed indicate the positive decoy effect when the product image was variable in the study design. However, no evidence was found that respondents’ choices would be directly influenced by the product image.
Zobrazeno: 23. 12. 2024 03:48