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

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F23%3AA0000405" target="_blank" >RIV/47813059:19520/23:A0000405 - isvavai.cz</a>

Result on the web

<a href="https://aak.slu.cz/artkey/aak-202301-0003_vyznam-obrazku-jako-soucasti-popisu-produktu-pri-rozhodovani-spotrebitelu-za-pritomnosti-navnad.php" target="_blank" >https://aak.slu.cz/artkey/aak-202301-0003_vyznam-obrazku-jako-soucasti-popisu-produktu-pri-rozhodovani-spotrebitelu-za-pritomnosti-navnad.php</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.25142/aak.2023.003" target="_blank" >10.25142/aak.2023.003</a>

Result language

angličtina

Original language name

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

Original language description

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.

Czech name

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Czech description

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Type

J_ost - Miscellaneous article in a specialist periodical

CEP classification

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OECD FORD branch

50902 - Social sciences, interdisciplinary

Project

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Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2023

Confidentiality

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

Name of the periodical

Acta academica karviniensia

ISSN

1212-415X

e-ISSN

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Volume of the periodical

23

Issue of the periodical within the volume

1

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

8

Pages from-to

87-94

UT code for WoS article

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EID of the result in the Scopus database

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