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@inproceedings{1159479,
author = {Ďuriník, Michal},
address = {Karviná},
booktitle = {Sborník příspěvků VI. Mezinárodní vědecké konference doktorandů a mladých vědeckých pracovníků},
editor = {prof. Ing. Karel Skokan, Ph.D.},
keywords = {asymmetric dominance; decoy; experiment; need for cognition; purchase decision; warranty},
howpublished = {paměťový nosič},
language = {eng},
location = {Karviná},
isbn = {978-80-7248-901-5},
pages = {249-257},
publisher = {Slezská univerzita v Opavě, Obchodně podnikatelská fakulta v Karviné},
title = {Influencing a warranty choice with the introduction of an inferior alternative into the choice set},
year = {2013}
}
TY - JOUR
ID - 1159479
AU - Ďuriník, Michal
PY - 2013
TI - Influencing a warranty choice with the introduction of an inferior alternative into the choice set
PB - Slezská univerzita v Opavě, Obchodně podnikatelská fakulta v Karviné
CY - Karviná
SN - 9788072489015
KW - asymmetric dominance
KW - decoy
KW - experiment
KW - need for cognition
KW - purchase decision
KW - warranty
N2 - In a choice set of two options A and B, adding a third option, similar but slightly inferior to A, has been shown to increase the popularity of A. This counterintuitive result is the outcome of the asymmetric dominance effect. This paper examines the effect in a purchase situation where a consumer chooses between different warranty policies for the same product. To investigate this, an experiment with 92 participants has been conducted. This paper also tests for relationship of one’s gender and Need for Cognition score to the aforementioned effect. Adding an inferior alternative was found to be a successful strategy in increasing the proportion of respondents choosing the target product. The success rate, however, differs across groups with different gender and Need for Cognition scores. The importance of these findings for future research and business practice is discussed.
ER -
ĎURINÍK, Michal. Influencing a warranty choice with the introduction of an inferior alternative into the choice set. In prof. Ing. Karel Skokan, Ph.D. \textit{Sborník příspěvků VI. Mezinárodní vědecké konference doktorandů a mladých vědeckých pracovníků}. Karviná: Slezská univerzita v Opavě, Obchodně podnikatelská fakulta v Karviné, 2013, s.~249-257. ISBN~978-80-7248-901-5.
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