The Impact of Phantom Decoys on Choices and Perceptions

Dados Bibliográficos

ID12166372
AutoresDaniele Scarpi (0000-0001-9652-9109, University of Bologna Department of Management Bologna BO Italy, autor correspondente), Giancarlo Pizzi (0000-0002-7531-9003, University of Bologna), Gabriele Pizzi (University of Bologna Department of Management Bologna BO Italy)
Ano2012
Volume26
Fascículo5
Páginas451-461
Data de publicação2012-11-13
Peer ReviewedSim
Open AccessSim
TipoARTICLE
PeriódicoJournal of Behavioral Decision Making (JOURNAL)
Identificadores do periódicoISSN: 0894-3257 • E-ISSN: 1099-0771
EditoraWiley (PUBLISHER • GB)
DOI10.1002/bdm.1778
OpenAlexW1941814584
IdiomaEN
Citações recebidas7
Referências citadas31

Phantoms are dominating, attractive alternatives that are unavailable at the time of choice. They occupy different positions in the attribute space, and their unavailability can be either known or unknown to individuals. Although different theories have offered explanations for the influence that phantoms exert on individual choices, they have largely overlooked phantom knowledge. Contradictory predictions can be drawn from these theories, and none provides a good account of the pattern of effects that emerges from our data. We suggest that these contradictions appear because the different theories do not address phantom location and knowledge jointly. When considering phantom knowledge together with location, we observe a consistent overall pattern of effects that encompasses all predictions that could be made on the basis of each theory. We find that known phantoms are stronger when close, and favor the target product, whereas unknown phantoms are stronger when far, and favor the competitor. Finally, we look beyond shifts in choice shares and find that phantom decoys can also affect individuals' post‐choice evaluations and reactions in terms of perceived justice, decision satisfaction, and repatronage intention. Our results show that post‐choice evaluations are driven by phantom knowledge, not phantom location. Copyright © 2012 John Wiley & Sons, Ltd

Affect (linguistics · Cognitive psychology · Imaging phantom · Perception · Physics · Product (mathematics · Statistics · Unavailability · Communication · Computer Science · Decision-Making and Behavioral Economics · Economic and Environmental Valuation · Mathematics · Neural and Behavioral Psychology Studies · Neuroscience · Psychology