Host: The Japan Society for Management Information
The value of product, which a consumer feels when he/she makes a decision to buy, changes depending on the options simultaneously presented to him/her. As a representative example, it is well known that choice probability of the target increases when there is an option which is obviously inferior to the target. This is called the attractive effect. By utilizing this effect efficiently, a firm can increase choice probability of its product. However, the factors influencing attractive effect are unclear. Thus, this study attempted to clarify those factors through experiments and provide new suggestions for understanding consumer purchase decision.
