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National Repository of Grey Literature 2 records found  Search took 0.00 seconds. 
Decoy effect and its use in marketing
 Regnerová, Eva ; Vranka, Marek (advisor) ; Rosenfeldová, Jana (referee)
This bachelor thesis examines decoy effect, a phenomenon of behavioral economics. Above all, it focuses on the asymmetrically dominated effect. The main objective of the thesis is to review recent research dealing with the decoy effect and analyze the possibilities of its use in marketing practise. The thesis consists of theoretical and empirical part. In the first chapter of the theoretical part the principle of the decoy effect is generally explained and its possible modifications are described. The second chapter characterizes the asymmetrically dominated effect, the primary type of the decoy effect. There are discussed possible explanations and limits of the effect. In the chapter there is also described wide scope of experiments testing the effect. Special attention is drawn to the use of the asymmetrically dominated effect in marketing communication. The empirical part is then formed by replication of an experiment focused on the general validity of the asymmetrically dominated effect. In this section the importance of replication of experiments is briefly explained. The results of the original experiment were not replicated. But the results of the experiment showed the asymmetrically dominated effect significant in some research groups.
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The asymmetric dominance effect: Three-attribute phantom alternative at play
 Žofák, Petr ; Matoušek, Jindřich (advisor) ; Klinger, Tomáš (referee)
In this thesis I investigate asymmetric dominance effect in hypothetical consumer choice. The main goal of this study is to determine if asymmetrically dominated unavailable alternative (phantom decoy) can cause preference shifts toward the target option which dominates it in scenario employing choice items defined on three numerical attributes. To date, previous research of consumer choice only studied asymmetric dominance effect induced by phantom decoy in scenarios utilizing two-attribute choice items. Secondary aim of this study is to determine if the same but available three-attribute decoy causes similar asymmetric dominance effect as the phantom decoy. I also examine differences in choice shares of choice items between two scenarios, both employing two choice items defined on two and three attributes, respectively, where the third distinguishing attribute serves to evoke perception of numerically expressed customer feedback on the choice items. For these purposes, I designed an experiment in a form of online questionnaire on free survey websites, which was filled by participants via the internet. I found significant asymmetric dominance effect caused by a presence of the phantom decoy. In case of the available decoy, no preference shifts were observed. Statistical analysis revealed no significant...
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