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What really matters in attraction effect research: when choices have economic consequences

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Abstract

Researchers have recently strongly questioned the robustness of the attraction effect, according to which adding a decoy option to an existing choice set affects consumers’ choice behavior. Tying in with this debate, we identify the persistent use of hypothetical choices in the domain to be a major shortcoming in attraction effect research. In an experiment on the attraction effect with a realistic choice setting that fosters external validity, we manipulate the choice framing by contrasting hypothetical choices with binding choices that entail economic consequences. We find the attraction effect to be much stronger when decisions are binding, underlining the effect’s usefulness as a marketing tool.

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Authors and Affiliations

  1. Department of Empirical Economics, Faculty of Economics and Management, Otto-von-Guericke-University Magdeburg, Universitätsplatz 2, 39106, Magdeburg, Germany

    Marcel Lichters, Paul Bengart & Bodo Vogt

  2. Department Business Studies, Harz University of Applied Sciences, Friedrichstrasse 57-59, 38855, Wernigerode, Germany

    Marcel Lichters

  3. Institute for Marketing, Otto-von-Guericke-University Magdeburg, Universitätsplatz 2, 39106, Magdeburg, Germany

    Marko Sarstedt

  4. Faculty of Business and Law, University of Newcastle, University Drive Callaghan, Newcastle, NSW, 2308, Australia

    Marko Sarstedt

  5. Epidemiology and Health Economics, Faculty of Medicine, Institute for Social Medicine, Universitätsplatz 2, 39106, Magdeburg, Germany

    Bodo Vogt

Authors
  1. Marcel Lichters
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  2. Paul Bengart
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  3. Marko Sarstedt
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  4. Bodo Vogt
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Corresponding author

Correspondence to Marko Sarstedt.

Appendix

Appendix

Table 2 Overview over experimental attraction effect studies on product and service choice
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Lichters, M., Bengart, P., Sarstedt, M. et al. What really matters in attraction effect research: when choices have economic consequences. Mark Lett 28, 127–138 (2017). https://doi.org/10.1007/s11002-015-9394-6

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