IMPACT OF CONTEXT EFFECTS ON DECISION-MAKING BETWEEN GENERATIONS

Kód výsledku v 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>

Výsledek na webu

<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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Jazyk výsledku

angličtina

Název v původním jazyce

IMPACT OF CONTEXT EFFECTS ON DECISION-MAKING BETWEEN GENERATIONS

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

IMPACT OF CONTEXT EFFECTS ON DECISION-MAKING BETWEEN GENERATIONS

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2021

Kód důvěrnosti údajů

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

Název statě ve sborníku

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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Počet stran výsledku

10

Strana od-do

387-396

Název nakladatele

Faculty of Mass Media Communication, University of SS. Cyril and Methodius in Trnava

Místo vydání

Trnava

Místo konání akce

Trnava

Datum konání akce

9. 11. 2021

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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