| The attraction effect,as a context effect,describes how the introduction of a third option(decoy)in a choice set with only two options affects the decision maker’s choice preference.The decoy option is obviously worse than a certain option,so it will cause the target option to have a dominance in some aspects,but it will not affect another competitive option.In real life,consumers are faced with a large number of choices every day,and options in the choice set may induce consumers to make choices that they do not intend to make.Studying the influence of attraction effect on consumers’ purchase decision and the mechanism behind it can help consumers make better decisions in the face of consumption situations.Therefore,this study is based on the Bounded Rationality Theory and Value-Shift Model.Through three experiments,it explores the robustness of the attraction effect in the purchase decision of consumers.At the same time,it analyzes the influence of different types of decoy options on the purchase decision.And the influence of shopping motivation on the attraction effect was explored.The results of this study are as follows:(1)In the context of consumer decision-making,the introduction of an asymmetric dominance decoy will significantly increase the purchase intention of the target option,i.e.,the attraction effect occurs.(2)In the context of consumer decision-making,an asymmetric dominance decoy will significantly increase the attractiveness of the target option,but it will not change the attractiveness of the competition option.(3)The attractiveness of the target option plays a mediating role between the set of options and purchase intention.(4)The attraction effect is only steadily demonstrated by consumers when asymmetric dominance is present.The same effect does not occur with other types of decoys.(5)Shopping motivation(Hedonic/Utilitarian)has no influence on the attraction effect in consumption decision-making.However,there is a trend that consumers with hedonic motives are more likely to show stronger the attraction effects in hedonic products,and consumers with utilitarian motives are more likely to show the attraction effects in utilitarian products.This study enriches and expands the relevant research on the attraction effect in the field of consumer purchase decision-making,and provides more supporting evidence to prove the robustness of the attraction effect.And it validates the Value-Shift Model from the perspective of target option attractiveness enhancement. |
