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The Decoy Effect Within Alcohol Purchasing Decisions.

Rebecca L Monk1, Adam W Qureshi1, Thomas Leatherbarrow1

  • 1a Department of Psychology , Edge Hill University , Ormskirk , England.

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|June 2, 2016
PubMed
Summary
This summary is machine-generated.

The decoy effect influences alcohol and water purchases, with context mattering. Consumers in bars are more susceptible to this purchasing bias when presented with an extra, less attractive option.

Keywords:
Decoy effectalcoholcontextpurchasingselection

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Area of Science:

  • Consumer Psychology
  • Behavioral Economics

Background:

  • The decoy effect describes how adding a third, inferior option can alter choices between two initial options.
  • Understanding consumer decision-making is crucial in marketing and economics.

Purpose of the Study:

  • To investigate the presence of the decoy effect in alcohol and water purchasing decisions.
  • To determine if the testing environment influences the decoy effect.

Main Methods:

  • Fifty-two participants made purchasing choices between beer and water deals in either a bar or library setting.
  • Choice scenarios included two options or two options plus a less attractive decoy option.

Main Results:

  • A decoy effect was observed for both alcohol and water purchases, reducing the selection of original options.
  • In a bar context, the decoy increased selection of the cheapest option and decreased selection of the moderate option, unlike in the library.

Conclusions:

  • Consumer perception of products varies by context, making bar patrons more vulnerable to the decoy effect.
  • Environmental factors significantly impact susceptibility to the decoy effect in purchasing behavior.