Brand Presence in Decision-Making Involving Decoys
| Autor: | Radka Kubalová, Martin Klepek |
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| Rok vydání: | 2022 |
| Předmět: | |
| Zdroj: | Market-Tržište Volume 34 Issue 1 |
| ISSN: | 1849-1383 0353-4790 |
| DOI: | 10.22598/mt/2022.34.1.9 |
| Popis: | Purpose – Context effects have emerged as an area of interest in cognitive psychology. In the majority of experiments in the field, product alternatives are typically labeled with letters rather than with actual brand names. However, neglecting the ubiquitous brand in research design imposes unrealistic conditions. Thus, the aim of this paper is twofold. The first aim is to replicate classic decoy and compromise effect studies to create space for future meta-analytical research. The second aim is to explore the impact of brand presence on the two previously mentioned effects. Design/Methodology/Approach – A survey experiment was conducted with a 2x2 fully between-subjects factorial design. Data was collected from 1,050 members of a consumer panel through an online survey and analyzed using the Chi-squared test and binary logistic regression. The effect sizes were computed using Cramer’s phi. Findings and Implications – While the research found no statistically significant decoy effect, regardless of brand presence, the compromise effect was significant and more robust, although of reduced magnitude due to the presence of brands. Limitations – The major limitation of this study with regard to result interpretation is the fact that the respondents were faced with making hypothetical purchase decisions and expressed their preference without facing any economic consequences of their choice. Originality – Although the study builds on previous research on context effects and the role of brands, it also focuses on their impact on decision making by Central/Eastern European consumers. A sample representative of the Czech population was used instead of the convenient student samples most often found in the literature. Svrha – Učinci konteksta područje su interesa koje proizlazi iz kognitivne psihologije. U većini terenskih eksperimenata, alternative proizvoda obično su označene slovima, a ne pravim nazivima maraka. Međutim, zanemarivanje sveprisutne marke u dizajnu istraživanja nameće nerealne uvjete. Dakle, cilj ovog rada je dvostruk. Prvi je replicirati klasične studije o mamcu i kompromisnom učinku kako bi se stvorio prostor za buduća metaanalitička istraživanja. Drugi je cilj istražiti utjecaj prisutnosti maraka na dvama prethodno spomenutim učincima. Metodološki pristup – Korištena je anketa s eksperimentalnim scenarijem s 2x2 faktorskim dizajnom. Podaci su prikupljeni od 1.050 članova potrošačkog panela putem online anketnog upitnika. Analizirani korištenjem Hi-kvadrat testa i binarne logističke regresije. Veličine učinaka izračunate su pomoću mjere Cramer Phi. Rezultati i implikacije – Rezultati nisu pokazali statistički značajan učinak mamca, bez obzira na to jesu li marke bile prisutne ili ne, dok je učinak kompromisa bio značajan i robusniji iako je prisutnost maraka dovela do smanjenja njegove veličine. Ograničenja – Glavno ograničenje za interpretaciju rezultata ove studije jest činjenica da su se ispitanici suočili s hipotetskim odlučivanjem o kupovini i izrazili svoju preferenciju bez ikakvih ekonomskih posljedica svojih izbora. Doprinos – Iako se rad temelji na prethodnim istraživanjima o učincima konteksta i ulozi maraka, usredotočuje se i na njihov utjecaj na odlučivanje potrošača u srednjoj/istočnoj Europi te koristi uzorak reprezentativan za češku populaciju umjesto prigodnih studentskih uzoraka na koje se najčešće nailazi u literaturi. |
| Databáze: | OpenAIRE |
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