| Título: |
Contextual effects and psychological features influencing decoy options: A review and research agenda Contextual effects and psychological features influencing decoy options: A review and research agenda Influencia de efectos contextuales y rasgos psicológicos sobre opciones señuelo: Revisión de la literatura y propuestas de investigación |
| Autores: |
Gonzalez-Prieto, David; Univeristat Politècnica de Catalunya. BarcelonaTech Lordan, Oriol; Univeristat Politècnica de Catalunya. BarcelonaTech |
| Fecha: | 2013-01-28 |
| Publicador: | Intangible capital |
| Fuente: |
 |
| Tipo: |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
| Tema: |
decoy effect, contextual effects, double decoy, cognitive effort M31 decoy effect, contextual effects, double decoy, cognitive effort M31 efecto decoy, efectos contextuales, doble decoy, fatiga cognitiva M31 |
| Descripción: |
Purpose: The purpose of this paper is to develop future research proposals aiming to contribute the extant theory which explains decoy effects.Design/methodology/approach: Firstly, a review of the existing literature about decoy options and its interactions with contextual effects that could affect their performance is presented. Next, two research proposals are presented: the introduction of a double decoy choice set and the evaluation of decoy effect under different levels of cognitive effort in a purchasing process.Findings and Originality/value: For the research proposal concerning double decoy choice sets, different hypothesis are introduced based on the different theories aiming to explain the effect of simple decoy choice sets. This hypothesis predict different outcomes for the same experimental design, fact that could provide further support for at least one of the current explanations for decoy effects. Regarding the effect of decoy options under different levels of cognitive effort, implications for experimental design for sequential purchasing process are expected. Especially for those designed with complex options, with many steps or high number of options.Originality/value: Two new research proposal approaches are presented in order enhance the current theory. Moreover, both have managerial implications concerning the real usage of decoy options in reduced choice sets as well as in sequential purchasing processes. Purpose: The purpose of this paper is to develop future research proposals aiming to contribute the extant theory which explains decoy effects. Design/methodology/approach: Firstly, a review of the existing literature about decoy options and its interactions with contextual effects that could affect their performance is presented. Next, two research proposals are presented: the introduction of a double decoy choice set and the evaluation of decoy effect under different levels of cognitive effort in a purchasing process. Findings and Originality/value: For the research proposal concerning double decoy choice sets, different hypothesis are introduced based on the different theories aiming to explain the effect of simple decoy choice sets. This hypothesis predict different outcomes for the same experimental design, fact that could provide further support for at least one of the current explanations for decoy effects. Regarding the effect of decoy options under different levels of cognitive effort, implications for experimental design for sequential purchasing process are expected. Especially for those designed with complex options, with many steps or high number of options. Originality/value: Two new research proposal approaches are presented in order enhance the current theory. Moreover, both have managerial implications concerning the real usage of decoy options in reduced choice sets as well as in sequential purchasing processes. Objeto: El objetivo del artículo es desarrollar propuestas de investigación cuyos resultados contribuyan a la teoría existente sobre el efecto decoy Diseño/metodología: Primeramente, se presenta una revisión de la literatura sobre el efecto decoy y las interacciones con otros efectos contextuales que sean susceptibles de afectar a su funcionalidad. Después, se presentan dos propuestas de investigación: la introducción del doble decoy dentro de un mismo conjunto de opciones y el desempeño de opciones decoy bajo distintos niveles de fatiga cognitiva a lo largo de un proceso de compra. Aportaciones y resultados: En relación a la propuesta de investigación del doble decoy, se introducen distintas hipótesis acerca de su funcionamiento, generadas a partir de las distintas teorías existentes. Estas hipótesis predicen distintos comportamientos para el mismo diseño experimental. Este hecho reforzaría a al menos una de las vigentes explicaciones acerca del funcionamiento de opciones decoy. En relación a la proposición acerca del efecto decoy bajo distintos niveles de fatiga cognitiva, se esperan implicaciones relevantes para el diseño de procesos de compra que incorporen múltiples opciones, varios pasos a lo largo del proceso de compra u opciones complejas. Valor añadido: Ambas propuestas de investigación tienen como objetivo contribuir y mejorar la teoría existente sobre opciones decoy. Además, ambas aportarán información importante de cara al uso real de opciones decoy en procesos de compra. |
| Idioma: | Inglés |