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Effects of the addition of simple and double decoys on the purchasing process of airline tickets

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  • Gonzalez-Prieto, David
  • Sallan, Jose M.
  • Simo, Pep
  • Carrion, Raimon
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    Abstract

    Air ticket purchases can be considered to be based on sequential decision-making processes with a limited number of alternatives with clearly identified product attributes. With this scenario, decoy contextual effects could potentially be useful in increasing the profitability of each choice set through driving the attention of the users to a particular alternative by changing their perceptions, such as the perceived attractiveness of particular options, to benefit one specific alternative. This study validates the efficiency of the addition of decoy options in increasing the proportion of users who select the target option in a choice set and introduces, theoretically and empirically, the use of double decoys. Three distinct hypothetical choice sets are configured using two different types of decoy.

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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Air Transport Management.

    Volume (Year): 29 (2013)
    Issue (Month): C ()
    Pages: 39-45

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    Handle: RePEc:eee:jaitra:v:29:y:2013:i:c:p:39-45

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    Web page: http://www.journals.elsevier.com/journal-of-air-transport-management/

    Related research

    Keywords: Consumer behavior; Decoy effect; Commercial aviation; Purchasing process;

    References

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    1. Pettibone, Jonathan C. & Wedell, Douglas H., 2000. "Examining Models of Nondominated Decoy Effects across Judgment and Choice," Organizational Behavior and Human Decision Processes, Elsevier, vol. 81(2), pages 300-328, March.
    2. Sen, Sankar, 1998. " Knowledge, Information Mode, and the Attraction Effect," Journal of Consumer Research, University of Chicago Press, vol. 25(1), pages 64-77, June.
    3. Ariely, Dan & Wallsten, Thomas S., 1995. "Seeking Subjective Dominance in Multidimensional Space: An Explanation of the Asymmetric Dominance Effect," Organizational Behavior and Human Decision Processes, Elsevier, vol. 63(3), pages 223-232, September.
    4. Dhar, Ravi, 1997. " Consumer Preference for a No-Choice Option," Journal of Consumer Research, University of Chicago Press, vol. 24(2), pages 215-31, September.
    5. Hauser, John R & Wernerfelt, Birger, 1990. " An Evaluation Cost Model of Consideration Sets," Journal of Consumer Research, University of Chicago Press, vol. 16(4), pages 393-408, March.
    6. Huber, Joel & Payne, John W & Puto, Christopher, 1982. " Adding Asymmetrically Dominated Alternatives: Violations of Regularity and the Similarity Hypothesis," Journal of Consumer Research, University of Chicago Press, vol. 9(1), pages 90-98, June.
    7. Luce, Mary Frances, 1998. " Choosing to Avoid: Coping with Negatively Emotion-Laden Consumer Decisions," Journal of Consumer Research, University of Chicago Press, vol. 24(4), pages 409-33, March.
    8. Glazer, Rashi & Kahn, Barbara E & Moore, William L, 1991. " The Influence of External Constraints on Brand Choice: The Lone-Alternative Effect," Journal of Consumer Research, University of Chicago Press, vol. 18(1), pages 119-27, June.
    9. Dhar, Ravi & Glazer, Rashi, 1996. "Similarity in Context: Cognitive Representation and Violation of Preference and Perceptual Invariance in Consumer Choice," Organizational Behavior and Human Decision Processes, Elsevier, vol. 67(3), pages 280-293, September.
    10. Huber, Joel & Klein, Noreen M, 1991. " Adapting Cutoffs to the Choice Environment: The Effects of Attribute Correlation and Reliability," Journal of Consumer Research, University of Chicago Press, vol. 18(3), pages 346-57, December.
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