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Consumer Choice in Context: The Decoy Effect in Travel and Tourism

1995; SAGE Publishing; Volume: 34; Issue: 1 Linguagem: Inglês

10.1177/004728759503400106

1552-6763

Bharath M. Josiam, J. S. Perry Hobson,

Consumer Behavior in Brand Consumption and Identification

The decoy effect, a model of consumer behavior, hypothesizes that the introduction of a carefully constructed "decoy" into a choice set will result in a segment of consumers shifting their choice to a higher priced targeted item. The decoy is a high-price, low-value product compared to other items in the choice set. This study tested the decoy effect, using choices of tour packages to Las Vegas, Nevada, and Disney World, Florida. The introduc tion of decoy packages resulted in some consumers shifting their preferences to higher priced packages. Implications for travel marketers are suggested.