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Prize decoys at work — New experimental evidence for asymmetric dominance effects in choices on prizes in competitions

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  • Müller, Holger
  • Schliwa, Victor
  • Lehmann, Sebastian

Abstract

In a controlled domain replication of the well-established prize decoy experiment, we provide new evidence for the recently disputed robustness of asymmetric dominance effects (ADEs). Specifically, using real choices between – according to pretests – meaningful options that trigger tradeoff considerations, we find an ADE sized 16% which remains robust across demographic groups. Therefore, our findings indicate that the failures to replicate the ADE in previous studies might be due to variations in the experimental choice setting.

Suggested Citation

  • Müller, Holger & Schliwa, Victor & Lehmann, Sebastian, 2014. "Prize decoys at work — New experimental evidence for asymmetric dominance effects in choices on prizes in competitions," International Journal of Research in Marketing, Elsevier, vol. 31(4), pages 457-460.
    • Handle: RePEc:eee:ijrema:v:31:y:2014:i:4:p:457-460
    DOI: 10.1016/j.ijresmar.2014.09.003
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    1. Ratneshwar, Srinivasan & Shocker, Allan D & Stewart, David W, 1987. "Toward Understanding the Attraction Effect: The Implications of Product Stimulus Meaningfulness and Familiarity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(4), pages 520-533, March.
    2. Timothy B. Heath & Subimal Chatterjee, 1995. "Asymmetric Decoy Effects on Lower-Quality Versus Higher-Quality Brands: Meta-Analytic and Experimental Evidence," Post-Print hal-00670480, HAL.
    3. Heath, Timothy B & Chatterjee, Subimal, 1995. "Asymmetric Decoy Effects on Lower-Quality versus Higher-Quality Brands: Meta-analytic and Experimental Evidence," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(3), pages 268-284, December.
    4. Huber, Joel & Payne, John W & Puto, Christopher, 1982. "Adding Asymmetrically Dominated Alternatives: Violations of Regularity and the Similarity Hypothesis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(1), pages 90-98, June.
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    Cited by:

    1. Chunhua Wu & Koray Cosguner, 2020. "Profiting from the Decoy Effect: A Case Study of an Online Diamond Retailer," Marketing Science, INFORMS, vol. 39(5), pages 974-995, September.
    2. Linhai Wu & Pingping Liu & Xiujuan Chen & Wuyang Hu & Xuesen Fan, 2021. "Contents of product attributes and the decoy effect: A study on traceable pork from the perspective of consumer utility," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 42(4), pages 974-984, June.
    3. Kumar Padamwar, Pravesh & Kumar Kalakbandi, Vinay & Dawra, Jagrook, 2023. "Deliberation does not make the attraction effect disappear: The role of induced cognitive reflection," Journal of Business Research, Elsevier, vol. 154(C).
    4. Pronobesh Banerjee, 2020. "Stimulus Characteristics and Attraction Effect: Role of qualitative and quantitative attribute values," Working papers 357, Indian Institute of Management Kozhikode.
    5. Lynch, John G. & Bradlow, Eric T. & Huber, Joel C. & Lehmann, Donald R., 2015. "Reflections on the replication corner: In praise of conceptual replications," International Journal of Research in Marketing, Elsevier, vol. 32(4), pages 333-342.
    6. Wu, Linhai & Liu, Pingping & Chen, Xiujuan & Hu, Wuyang & Fan, Xuesen & Chen, Yuhuan, 2020. "Decoy effect in food appearance, traceability, and price: Case of consumer preference for pork hindquarters," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 87(C).

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