Impact Of Demographic Factor Income On The Decoy Effect For Two Examined Products Categories

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F20%3AA0000230" target="_blank" >RIV/47813059:19520/20:A0000230 - isvavai.cz</a>
Result on the web
<a href="https://aak.slu.cz/pdfs/aak/2020/02/02.pdf" target="_blank" >https://aak.slu.cz/pdfs/aak/2020/02/02.pdf</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.25142/aak.2020.007" target="_blank" >10.25142/aak.2020.007</a>

Result language
angličtina
Original language name
Impact Of Demographic Factor Income On The Decoy Effect For Two Examined Products Categories
Original language description
According to the previous research about consumer behaviour, adding a decoy option (inferior option) to a set of original options often increases the individual’s preference for one option over the other original option. In this paper, the possible impact of income as a traditional demographic factor on the phenomenon is explored and discussed in the case of two product categories: washing machines and gym season-tickets. The analysed data were obtained in an online experiment with 260 participants where the presence of the decoy effect has been confirmed for the two mentioned product categories. The effect sizes for consumer groups based on the income level are tested by Chi-squared test. It was found out that not all income categories display the decoy effect and the income categories which exhibited the decoy effect differed between the two examined product categories. The strength of the decoy effect was proved to be dependent on the income category.
Czech name
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Czech description
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Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year
2020
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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