An analysis of the interaction between context effects: background, attraction and phantom decoys

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.