Using Decoy Effects to Influence an Online Brand Choice: The Role of Price–Quality Trade-Offs
| Autor: | Huei-Chen Hsu, Wen-Liang Liu |
|---|---|
| Rok vydání: | 2011 |
| Předmět: |
Adult
Male Research design Engineering Social Psychology Cost-Benefit Analysis media_common.quotation_subject Decision Making Computer security computer.software_genre Choice Behavior Brand choice Young Adult Humans Attention Quality (business) Applied Psychology media_common Analysis of Variance Brand preference business.industry Communication Trade offs Commerce Advertising General Medicine Competitor analysis Consumer Behavior Imitative Behavior Computer Science Applications Test (assessment) Human-Computer Interaction Female business Decoy computer |
| Zdroj: | Cyberpsychology, Behavior, and Social Networking. 14:235-239 |
| ISSN: | 2152-2723 2152-2715 |
| DOI: | 10.1089/cyber.2009.0262 |
| Popis: | This research aims to investigate decoy effects on online brand choices. To assess the influence of decoys, we test decoy effects on three constructs—product involvement, judgment conditions, and decoy conditions—within an online experiment. A survey of 635 Internet users and a 2 × 2 × 3 ANOVA between-subjects experimental design is used to guide the research design and the systematic analysis procedure. A major finding of this study is that a standard decoy seems to have a significant effect on an advertised (target) brand for high-involvement products; from the survey, it is also apparent that competitors can also use inferior decoys to increase brand preference for low-involvement products. |
| Databáze: | OpenAIRE |
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