The Effect of Assymetrically Dominated Alternatives for Chosen Product Categories

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F20%3AA0000158" target="_blank" >RIV/47813059:19520/20:A0000158 - isvavai.cz</a>

Výsledek na webu

<a href="https://aak.slu.cz/pdfs/aak/2019/04/03.pdf" target="_blank" >https://aak.slu.cz/pdfs/aak/2019/04/03.pdf</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.25142/aak.2019.023" target="_blank" >10.25142/aak.2019.023</a>

Jazyk výsledku

angličtina

Název v původním jazyce

The Effect of Assymetrically Dominated Alternatives for Chosen Product Categories

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

The Effect of Assymetrically Dominated Alternatives for Chosen Product Categories

Popis výsledku anglicky

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.

Druh

J_ost - Ostatní články v recenzovaných periodicích

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2020

Kód důvěrnosti údajů

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

Název periodika

Acta academica karviniensia

ISSN

1212-415X

e-ISSN

2533-7610

Svazek periodika

19

Číslo periodika v rámci svazku

4

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

12

Strana od-do

30-41

Kód UT WoS článku

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EID výsledku v databázi Scopus

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