We empirically investigate factors susceptible to influence consumers’ choice, and investigate the interaction between the attraction effect and background information. In particular, we provide a first and new analysis of the different impact of real and phantom decoys, of contrasting and harmonious information between past and present choices, for different types of backgrounds. We use a huge dataset collected on the Internet from potential buyers of an Mp3 player, described upon two attributes (price and memory). We structure and compare numerous quasi-experimental groups, providing a new set of results answering some calls by recent literature. New directions for the study of context effects, are highlighted.
An analysis of the interaction between context effects: background, attraction and phantom decoys / D. Scarpi. - STAMPA. - (2007), pp. 35-40. (Intervento presentato al convegno congresso internazionale europeo con referaggio EMAC di marketing, tenutosi in Islanda tenutosi a Islanda nel Maggio 2007).
An analysis of the interaction between context effects: background, attraction and phantom decoys
SCARPI, DANIELE
2007
Abstract
We empirically investigate factors susceptible to influence consumers’ choice, and investigate the interaction between the attraction effect and background information. In particular, we provide a first and new analysis of the different impact of real and phantom decoys, of contrasting and harmonious information between past and present choices, for different types of backgrounds. We use a huge dataset collected on the Internet from potential buyers of an Mp3 player, described upon two attributes (price and memory). We structure and compare numerous quasi-experimental groups, providing a new set of results answering some calls by recent literature. New directions for the study of context effects, are highlighted.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.