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  • 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.
  • 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. (en)
Title
  • Influencing a warranty choice with the introduction of an inferior alternative into the choice set
  • Influencing a warranty choice with the introduction of an inferior alternative into the choice set (en)
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  • Influencing a warranty choice with the introduction of an inferior alternative into the choice set
  • Influencing a warranty choice with the introduction of an inferior alternative into the choice set (en)
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  • RIV/00216224:14560/13:00071078!RIV14-MSM-14560___
http://linked.open...avai/predkladatel
http://linked.open...avai/riv/aktivita
http://linked.open...avai/riv/aktivity
  • S
http://linked.open...vai/riv/dodaniDat
http://linked.open...aciTvurceVysledku
http://linked.open.../riv/druhVysledku
http://linked.open...iv/duvernostUdaju
http://linked.open...titaPredkladatele
http://linked.open...dnocenehoVysledku
  • 80063
http://linked.open...ai/riv/idVysledku
  • RIV/00216224:14560/13:00071078
http://linked.open...riv/jazykVysledku
http://linked.open.../riv/klicovaSlova
  • asymmetric dominance; decoy; experiment; need for cognition; purchase decision; warranty (en)
http://linked.open.../riv/klicoveSlovo
http://linked.open...ontrolniKodProRIV
  • [858C2D077E57]
http://linked.open...v/mistoKonaniAkce
  • Karviná
http://linked.open...i/riv/mistoVydani
  • Karviná
http://linked.open...i/riv/nazevZdroje
  • Sborník příspěvků VI. Mezinárodní vědecké konference doktorandů a mladých vědeckých pracovníků
http://linked.open...in/vavai/riv/obor
http://linked.open...ichTvurcuVysledku
http://linked.open...cetTvurcuVysledku
http://linked.open...UplatneniVysledku
http://linked.open...iv/tvurceVysledku
  • Ďuriník, Michal
http://linked.open...vavai/riv/typAkce
http://linked.open.../riv/zahajeniAkce
number of pages
http://purl.org/ne...btex#hasPublisher
  • Slezská univerzita v Opavě. Obchodně podnikatelská fakulta v Karviné
https://schema.org/isbn
  • 9788072489015
http://localhost/t...ganizacniJednotka
  • 14560
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