Work detail

The asymmetric dominance effect: //Three-attribute phantom alternative at play

Author: Bc. Petr Žofák
Year: 2016 - summer
Leaders: Mgr. Jindřich Matoušek Ph.D.
Work type: Bachelors
Language: English
Pages: 63
Awards and prizes:
Abstract: In this thesis I investigate asymmetric dominance effect in hypothetical consumer choice. The main goal
of this study is to determine if asymmetrically dominated unavailable alternative (phantom decoy) can
cause preference shifts toward the target option which dominates it in scenario employing choice items
defined on three numerical attributes. To date, previous research of consumer choice only studied
asymmetric dominance effect induced by phantom decoy in scenarios utilizing two-attribute choice
items. Secondary aim of this study is to determine if the same but available three-attribute decoy causes
similar asymmetric dominance effect as the phantom decoy. I also examine differences in choice shares
of choice items between two scenarios, both employing two choice items defined on two and three
attributes, respectively, where the third distinguishing attribute serves to evoke perception of
numerically expressed customer feedback on the choice items. For these purposes, I designed an
experiment in a form of online questionnaire on free survey websites, which was filled by participants
via the internet. I found significant asymmetric dominance effect caused by a presence of the phantom
decoy. In case of the available decoy, no preference shifts were observed. Statistical analysis revealed no
significant differences between the two-attribute and three-attribute scenario.


Česká Spořitelna


Patria Finance