What really matters in attraction effect research: when choices have economic consequences

被引：0
|
作者：
Marcel Lichters
Paul Bengart
Marko Sarstedt
Bodo Vogt
机构：
[1] Otto-von-Guericke-University Magdeburg,Department of Empirical Economics, Faculty of Economics and Management
[2] Harz University of Applied Sciences,Department Business Studies
[3] Otto-von-Guericke-University Magdeburg,Institute for Marketing
[4] University of Newcastle,Faculty of Business and Law
[5] Institute for Social Medicine,Epidemiology and Health Economics, Faculty of Medicine
来源：
Marketing Letters | 2017年 / 28卷
关键词：
Asymmetrical dominance; Attraction effect; Context effect; No-buy option; Real payments;
D O I：
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学科分类号：
摘要：
Researchers have recently strongly questioned the robustness of the attraction effect, according to which adding a decoy option to an existing choice set affects consumers’ choice behavior. Tying in with this debate, we identify the persistent use of hypothetical choices in the domain to be a major shortcoming in attraction effect research. In an experiment on the attraction effect with a realistic choice setting that fosters external validity, we manipulate the choice framing by contrasting hypothetical choices with binding choices that entail economic consequences. We find the attraction effect to be much stronger when decisions are binding, underlining the effect’s usefulness as a marketing tool.
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页码：127 / 138
页数：11
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