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What really matters in attraction effect research: when choices have economic consequences

Author

Listed:
  • Marcel Lichters

    (Otto-von-Guericke-University Magdeburg
    Harz University of Applied Sciences)

  • Paul Bengart

    (Otto-von-Guericke-University Magdeburg)

  • Marko Sarstedt

    (Otto-von-Guericke-University Magdeburg
    University of Newcastle)

  • Bodo Vogt

    (Otto-von-Guericke-University Magdeburg
    Institute for Social Medicine)

Abstract

Researchers have recently strongly questioned the robustness of the attraction effect, according to which adding a decoy option to an existing choice set affects consumers’ choice behavior. Tying in with this debate, we identify the persistent use of hypothetical choices in the domain to be a major shortcoming in attraction effect research. In an experiment on the attraction effect with a realistic choice setting that fosters external validity, we manipulate the choice framing by contrasting hypothetical choices with binding choices that entail economic consequences. We find the attraction effect to be much stronger when decisions are binding, underlining the effect’s usefulness as a marketing tool.

Suggested Citation

  • Marcel Lichters & Paul Bengart & Marko Sarstedt & Bodo Vogt, 2017. "What really matters in attraction effect research: when choices have economic consequences," Marketing Letters, Springer, vol. 28(1), pages 127-138, March.
    • Handle: RePEc:kap:mktlet:v:28:y:2017:i:1:d:10.1007_s11002-015-9394-6
    DOI: 10.1007/s11002-015-9394-6
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    References listed on IDEAS

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    Cited by:

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    3. James C. Cox & Eike B. Kroll & Marcel Lichters & Vjollca Sadiraj & Bodo Vogt, 2019. "The St. Petersburg paradox despite risk-seeking preferences: an experimental study," Business Research, Springer;German Academic Association for Business Research, vol. 12(1), pages 27-44, April.
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    5. Radka Kubalová & Martin Klepek, 2022. "Brand Presence in Decision-Making Involving Decoys," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 34(1), pages 9-24.
    6. 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).
    7. Dertwinkel-Kalt, Markus & Köster, Mats, 2020. "Attention to online sales: The role of brand image concerns," DICE Discussion Papers 335, Heinrich Heine University Düsseldorf, Düsseldorf Institute for Competition Economics (DICE).
    8. Helfrich, Magdalena & Herweg, Fabian, 2020. "Context-dependent preferences and retailing: Vertical restraints on internet sales," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 87(C).
    9. Pravesh Kumar Padamwar & Jagrook Dawra & Vinay Kumar Kalakbandi, 2018. "Range effect on extremeness aversion," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 45(4), pages 345-355, December.

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