The asymmetrically dominated effect (more commonly known as the decoy effect) has been used by marketeers to steer purchasers towards a specific offering in a choice set and to make them believe that they have made the best decision. This study examines the decoy effect from the purchasers' perspective and investigates how much pleasure they derive from choosing a particular offer when making a decoy-affected purchase. Since there has been an exceeding increase in the frequency of online purchases in recent years, hedonism gained from a decoy-affected purchase is measured and compared in both offline and online contexts. The results from the study illustrate that giving people a revision chance on their decision and giving them knowledge about the decoy effect might not lead to a change in their decision in a decoy-affected purchase, but they do have a significant impact on the hedonic gain from the purchase. It was also found that although there is not a vital difference in the hedonic gain between offline and online purchases, manipulation of the knowledge of the decoy effect is more robust in offline purchases. These insights can help marketing practitioners improve their marketing strategies to increase customer satisfaction and sales.
Date of Award | 4 May 2022 |
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Original language | English |
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Awarding Institution | - Universidade Católica Portuguesa
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Supervisor | João Niza Braga (Supervisor) |
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- Asymmetrically dominated effect
- Decoy effect
- Decision-making
- Hedonism
- Happiness
- Knowledge
- Offline and online purchases
- Psychological distance
How would knowing/not knowing the asymmetrically dominated effect influence the experience of purchase?: examining the hedonism purchasers get after falling/not falling prey to the asymmetric dominance effect in online and offline situations
Sedighi, R. (Student). 4 May 2022
Student thesis: Master's Thesis