IMPACT OF CONTEXT EFFECTS ON DECISION-MAKING BETWEEN GENERATIONS

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F21%3AA0000272" target="_blank" >RIV/47813059:19520/21:A0000272 - isvavai.cz</a>
Result on the web
<a href="https://fmk.sk/download/MI_2021_eng_FINAL.pdf" target="_blank" >https://fmk.sk/download/MI_2021_eng_FINAL.pdf</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
IMPACT OF CONTEXT EFFECTS ON DECISION-MAKING BETWEEN GENERATIONS
Original language description
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.
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
2021
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Conference Proceedings from the Annual International Scientific Conference “Marketing Identity 2021: New changes, new challenges”
ISBN
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ISSN
1339-5726
e-ISSN
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Number of pages
10
Pages from-to
387-396
Publisher name
Faculty of Mass Media Communication, University of SS. Cyril and Methodius in Trnava
Place of publication
Trnava
Event location
Trnava
Event date
Nov 9, 2021
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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