The Decoy Effect Within Alcohol Purchasing Decisions.

Abstract:

BACKGROUND:The decoy effect is the phenomenon where the introduction of a third choice to a decision dyad changes the distribution of preferences between options. OBJECTIVES:Examine whether this effect exists in alcohol purchasing decisions and whether testing context impacts this. METHOD:Fifty-two participants tested in either a bar or library context and were asked to choose one of a series of beer and water deals presented for timed intervals. In some cases, two options were presented (with similar attractiveness) and in other cases a third, less preferable, decoy option was added. RESULTS:A basic decoy effect in both alcohol and water purchasing decisions. Specifically, there were reductions in the selection of both the original options when the decoy was added into choice dyads. A significant interaction demonstrated in the bar context there was a significant difference such that there was a slight increase in participants selecting the most cost effective option when the decoy was added, and a simultaneous decrease in those choosing the moderately cost effective option. There were no such differences observed in the library condition. CONCLUSION:The same product may be perceived differently across contexts and, as such, consumers in a pub environment may be particularly vulnerable to the decoy effect.

journal_name

Subst Use Misuse

journal_title

Substance use & misuse

authors

Monk RL,Qureshi AW,Leatherbarrow T,Hughes A

doi

10.3109/10826084.2016.1168449

subject

Has Abstract

pub_date

2016-08-23 00:00:00

pages

1353-62

issue

10

eissn

1082-6084

issn

1532-2491

journal_volume

51

pub_type

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