Social and Behavioral Sciences Commons^™

Impact Of Number Of Alternatives And Spatial Arrangement On Decoy Effects, Jacob M. Stanley

Theses and Dissertations

The way in which people make decisions is largely guided by the context of the choice set. Choice sets that contain decoy alternatives can result in context effects that violate rational principles of decision making. Most studies on contextual choice manipulate preference among two alternatives in the context of a decoy using three option choice sets. However, many real-world decisions are made among choice sets with many more than three alternatives, such as in online shopping. We tested for attraction and compromise decoy effects in choice sets with varying numbers of alternatives by using a within-subjects preferential grocery shopping task. …