Brand Presence in Decision-Making Involving Decoys

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F22%3AA0000318" target="_blank" >RIV/47813059:19520/22:A0000318 - isvavai.cz</a>

Result on the web

<a href="https://hrcak.srce.hr/en/file/405588" target="_blank" >https://hrcak.srce.hr/en/file/405588</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.22598/mt/2022.34.1.9" target="_blank" >10.22598/mt/2022.34.1.9</a>

Result language

angličtina

Original language name

Brand Presence in Decision-Making Involving Decoys

Original language description

Purpose – Context effects have emerged as an area of interest in cognitive psychology. In the majority of experiments in the field, product alternatives are typically labeled with letters rather than with actual brand names. However, neglecting the ubiquitous brand in research design imposes unrealistic conditions. Thus, the aim of this paper is twofold. The first aim is to replicate classic decoy and compromise effect studies to create space for future meta-analytical research. The second aim is to explore the impact of brand presence on the two previously mentioned effects. Design/Methodology/Approach – A survey experiment was conducted with a 2x2 fully between-subjects factorial design. Data was collected from 1,050 members of a consumer panel through an online survey and analyzed using the Chi-squared test and binary logistic regression. The effect sizes were computed using Cramer’s phi. Findings and Implications – While the research found no statistically significant decoy effect, regardless of brand presence, the compromise effect was significant and more robust, although of reduced magnitude due to the presence of brands. Limitations – The major limitation of this study with regard to result interpretation is the fact that the respon dents were faced with making hypothetical purchase decisions and expressed their preference without facing any economic consequences of their choice. Originality – Although the study builds on previous research on context effects and the role of brands, it also focuses on their impact on decision making by Central/ Eastern European consumers. A sample representative of the Czech population was used instead of the convenient student samples most often found in the literature.

Czech name

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Czech description

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Type

J_SC - Article in a specialist periodical, which is included in the SCOPUS database

CEP classification

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OECD FORD branch

50204 - Business and management

Project

—

Continuities

O - Projekt operacniho programu

Publication year

2022

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

MARKET-TRŽIŠTE

ISSN

0353-4790

e-ISSN

1849-1383

Volume of the periodical

34

Issue of the periodical within the volume

1

Country of publishing house

HR - CROATIA

Number of pages

16

Pages from-to

9-24

UT code for WoS article

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EID of the result in the Scopus database

2-s2.0-85134157636