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Contents of product attributes and the decoy effect: A study on traceable pork from the perspective of consumer utility

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  • Linhai Wu
  • Pingping Liu
  • Xiujuan Chen
  • Wuyang Hu
  • Xuesen Fan

Abstract

From the perspective of consumer utility, this study conducted a survey‐based experimental analysis involving two types of traceable pork hindquarters on grocery shoppers from the city of Nanjing, Jiangsu Province, China. Results showed that decoy effect existed in the purchase of traceable pork hindquarters. Furthermore, the decoy effect associated with traceability information reflecting pork quality and safety was higher than that associated with appearance and a comparable price. This study has implications on marketing of food, including pork, and contributes to establishing a multilevel traceable pork system through a combination of different product attributes.

Suggested Citation

  • 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.
    • Handle: RePEc:wly:mgtdec:v:42:y:2021:i:4:p:974-984
    DOI: 10.1002/mde.3286
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