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Could Ralph Nader's entrance and exit have helped Al Gore?tThe impact of decoy dynamics on consumer choice

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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..Printed journal

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Ketersediaan

Call Number	Location	Available
	PSB lt.dasar - Pascasarjana	1

Penerbit	American Marketing Association.,
Edisi	-
Subjek	Consumer behavior Decision making Preferences studies
ISBN/ISSN	222437
Klasifikasi	-
Deskripsi Fisik	-
Info Detail Spesifik	-
Other Version/Related	Tidak tersedia versi lain
Lampiran Berkas	Tidak Ada Data