A Study on Phantom Decoy Effects of Consumer Decision-making Context Cue——Based on Priming Strategy Model in Double Attribute Space

Abstract

Abstract:

With the rising of phantom marketing in Chinese market,such as hunger marketing,group purchase,sec-killing and so on,the marketing strategies that present an unavailable phantom decoy in choice set to make an available option more attractive and cause the consumer preference reversal are being widely applied.However,the theory and practice of phantom decoy effects,as an important theoretical branch of attraction effects,has not been fully developed.Based on the theoretical framework of attraction effects,this paper proposes PAD and PND decoy areas and its priming models.For the first time it proposes two types of PND priming strategies:PC and PI.Furthermore,it designs an experiment of consumer decision-making based on Chinese consumer decision-making context cue using the famous psychology experiment software named as E-prime.The results show that in the gambling model of attraction effects in double attribute space,corresponding to real effects,there exists PAD and PND decoy areas and its priming models,hence being of great significance for theoretical applications in the future research.

Key words: attraction effects, phantom decoy effects, phantom compromise decoy, phantom inferior decoy, phantom marketing

Li Dongjin, Zheng Jun, Jin Huizhen, Zhang Chubing. A Study on Phantom Decoy Effects of Consumer Decision-making Context Cue——Based on Priming Strategy Model in Double Attribute Space[J]. , 2017, 29(6): 189-201.

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