Journal article
Could Ralph Nader's Entrance and Exit Have Helped Al Gore? The Impact of Decoy Dynamics on Consumer Choice
Journal of marketing research, Vol.46(3), pp.330-343
06/01/2009
DOI: 10.1509/jmkr.46.3.330
Abstract
People are frequently faced with making a new choice decision after a preferred option becomes unavailable. Prior research on the attraction effect has demonstrated how the introduction of an option into a choice set increases the share of one of the original options. The authors examine the related but previously unaddressed issue of whether the unexpected exit of an option from a choice set returns the choice shares of the original options to the status quo. In a series of experiments, they observe that when an option turns out to be unselectable following a choice problem in which it was selectable, the choice shares of the remaining options are predictably different from those of a choice problem in which the option was unselectable from the start. They also observe that this attraction effect due to the disappearance of a decoy is likely a consequence of changes in the importance of decision criteria. They conclude with a discussion of the theoretical and managerial implications of the research.
Details
- Title: Subtitle
- Could Ralph Nader's Entrance and Exit Have Helped Al Gore? The Impact of Decoy Dynamics on Consumer Choice
- Creators
- William Hedgcock - University of IowaAkshay R. Rao - University of MinnesotaHaipeng (Allan) Chen - Texas A&M Univ, Dept Mkt, College Stn, TX 77843 USA
- Resource Type
- Journal article
- Publication Details
- Journal of marketing research, Vol.46(3), pp.330-343
- Publisher
- Amer Marketing Assoc
- DOI
- 10.1509/jmkr.46.3.330
- ISSN
- 0022-2437
- eISSN
- 1547-7193
- Number of pages
- 14
- Language
- English
- Date published
- 06/01/2009
- Academic Unit
- Marketing
- Record Identifier
- 9984618519602771
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