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Marketing Letters
Published in: Marketing Letters 1/2017

09-10-2015

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

Authors: Marcel Lichters, Paul Bengart, Marko Sarstedt, Bodo Vogt

Published in: Marketing Letters | Issue 1/2017

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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.
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Appendix
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Metadata
Title
What really matters in attraction effect research: when choices have economic consequences
Authors
Marcel Lichters
Paul Bengart
Marko Sarstedt
Bodo Vogt
Publication date
09-10-2015
Publisher
Springer US
Published in
Marketing Letters / Issue 1/2017
Print ISSN: 0923-0645
Electronic ISSN: 1573-059X
DOI
https://doi.org/10.1007/s11002-015-9394-6

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