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- Title
Could Ralph Nader's Entrance and Exit Have Helped Al Gore? The Impact of Decoy Dynamics on Consumer Choice.
- Authors
Hedgcock, William; Rao, Akshay R; Chen, Haipeng (Allan)
- 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.
- Subjects
DECISION making; CONSUMER attitudes; CONSUMER behavior; CHOICE (Psychology); BELIEF change; REASONING
- Publication
Journal of Marketing Research (JMR), 2009, Vol 46, Issue 3, p330
- ISSN
0022-2437
- Publication type
Article
- DOI
10.1509/jmkr.46.3.330