Acta academica karviniensia 2019, 19(4):30-41 | DOI: 10.25142/aak.2019.023

Efekt asymetricky dominované alternativy u vybraných kategorií produktů

Radka Kubalová, Martin Klepek

Slezská univerzita, Obchodně podnikatelská fakulta, Univerzitní nám. 1934/3,733 40 Karviná

When faced with the choice problem involving two products each superior in a different dimension, an addition of an asymmetrically dominated alternative into the choice set might shift the consumer’s preferences towards the dominant alternative. In this article, the effect of asymmetrically dominated alternatives is explored on a sample of Czech consumers involving four different product categories – lunch meals, vacation destinations, gym season tickets, and washing machines. The research question is whether there might be any significant differences in the strength of the effect on choices of Czech consumers. The analyzed data were obtained in an experiment with 260 participants and the effect sizes are tested by the Chi-squared test. The presence of the decoy effect is confirmed only for two product categories, washing machines, and gym season tickets. For the remaining two product categories the effect was not confirmed. This study and its findings test the theory of consumer decision making about the decoy effects in the case of specific products and implications for business considering using the decoy effect are made.

Klíčová slova: consumer behaviour, consumer decision-making, decoy effect, marketing.

JEL classification: D91, M31

Vloženo: 29. červen 2020; Revidováno: 29. srpen 2020; Přijato: 9. září 2020; Zveřejněno: 10. září 2020  Zobrazit citaci