O EFEITO DECOY NAS DECISÕES DE CONSUMO

Abstract

This study aims to investigate the functionality of the decoy effect in consumer decision-making when applied to different product categories: convenience, shopping and specialty.To make it possible, it were presented concepts such as categories of consumer products, consumer decision-making process, nudge and decoy effect.A field research was conducted with 290 people that were divided into two separate groups to answer different questionnaires.The first one had two options to choose from and, in the second one, it was added an intermediate alternative that were supposed to work as the decoy.The results showed that the decoy effect actually worked with the three products, even if by different proportions.Therefore, in all cases, the respondents tended to choose the more expensive offer in the presence of the intermediate third alternative.

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