1.
Cyberpsychol Behav Soc Netw
; 14(4): 235-9, 2011 Apr.
Article
in English
| MEDLINE
| ID: mdl-21039134
ABSTRACT
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.
Subject(s)
Attention , Choice Behavior , Commerce , Consumer Behavior , Decision Making , Adult , Analysis of Variance , Cost-Benefit Analysis , Female , Humans , Imitative Behavior , Male , Young Adult
2.
3.