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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_ost - Ostatní články v recenzovaných periodicích

CEP obor

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OECD FORD obor

50902 - Social sciences, interdisciplinary

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2023

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

—

Svazek periodika

23

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

8

Strana od-do

87-94

Kód UT WoS článku

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EID výsledku v databázi Scopus

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