Research On Decoy Effect In Consumer Traceable Pork Purchasing Behavior

As an important reflection of bounded rational consumer behavior,the decoy effect exists universally among consumer purchasing decision-making behaviors regarding choice of commodities.Food as one of the commodity types has both the general attributes of common commodities but special safety attributes,because food safety is important to human health and life safety.Is there a decoy effect in the food consumption behavior? And if there is,is there a correlation between different connotations of food attributes and decoy effect,and between decoy effect and individual characteristics of consumers? Compared with the decoy effect of common commodities,what is the difference in the decoy effect of food consumption? Therefore,this paper used pork hindquarter as an experimental food,and took241 consumers in Wuxi City,Jiangsu Province as a sample.Based on classical decision theory and behavioral decision theory,a comparative experiment method was used to design and carry out decoy effect experiments of three types of pork hindquarter to study the above-mentioned related issues.Among three pork hindquarter types,type 1 is common pork hindquarter,including appearance and price attributes.Type 2 is traceable pork hindquarter,which contains traceable information and price attributes.Type 3 is traceable pork hindquarter and contains traceable information,appearance,and price attributes.The results indicate that there exists decoy effect in the consumption behavior of common and traceable pork hindquarter objectively.What's more,the intensity of the decoy effect,which reflects the traceable information attributes of the quality and safety of pork hindquarter,is stronger than the price and appearance attributes.Thus,the attributes reflecting food quality and safety are more likely to trigger consumers to compare the trade-offs between the decoy and the target pork hindquarter,and the corresponding decoy effect is stronger.Compared with common commodities,the quality and safety attributes of pork trigger consumers to have a stronger decoy effect.This preliminary confirmed that not only the decoy effect may exists in food consumption behavior,but also the attributes that reflect the quality and safety of food have stronger decoy effects than common attributes.At the same time,the decoy effect of consumers in traceable pork hindquarter purchasing was correlated with individual consumer characteristics by using the negative binomial count regression model.In comparison,it was more likely to occur in farmers and less likely to occur in those who had a personal annual income of more than 50,000 yuan,were married,and had minor children in the family.According to the analysis of marginal effects,consumers with an annual income of more than 100,000 yuan were more difficult to produce the decoy effect than consumers with an annual income of less than 50,000 yuan.Relatively weak in order were consumers with an annual income of 50,000 to 100,000 yuan,families with minor children,married consumers.In view of the fact that traceable pork is not yet popular in the domestic market,the traceable pork market is developing slowly and has little effect,the research further analyzed the extension significance of the decoy effect in promoting the construction of the traceable pork market system,that is,effectively grasping the law of decoy effect in traceable porkpurchasing behavior,guiding manufacturers to formulate precise market strategies and producing traceable pork with rich levels and different combinations of different connotative information attributes to establish a multi-level traceable and wide coverage pork market,through the decisive role of the market mechanism.