| Titre : |
Can changes in cognitive load of consumers moderate the impact of the asymmetrically dominated Decoy Effect on their purchase evaluation and choice ? |
| Type de document : |
Mémoire |
| Auteurs : |
Héloïse POULET, Auteur |
| Année de publication : |
2019 |
| Importance : |
24 p. |
| Note générale : |
Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. |
| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
COMPORTEMENT DU CONSOMMATEUR ; SCIENCE COGNITIVE ; MARKETING STRATEGIQUE ; PRISE DE DECISION
|
| Résumé : |
Consumers are constantly influence during the process of alternatives evaluation, when buying a product, through the utilization of the Decoy Effect. This paper purpose is to highlight a possible relationship between cognitive load of consumers, and the impact of asymmetrically dominated decoy effect on purchase evaluation and choice. To do so, a quantitative survey has been conducted, to see if a modification in the cognitive load of consumers can moderates the impact of decoy effect on their purchase evaluation. The modification of cognitive load occurs when we told people that they have time to make their decision, in doing so, consumers can make their choice in a no pressure environment. Consumers needed to choose between coffee cup size and popcorn size, having at first only two options, and then the apparition of the asymmetrically dominated decoy element. They took the first choice as they will usually do, and the second one by consciously knowing they had time to make it. The results show that when respondent are aware that they have the time to choose between products of low involvement, and even in the presence of the asymmetrically decoy effect, they will not change they mind and keep the same choice than with the decoy element. They are not influenced by marketing managers. The impacts of moderators, which are age and high involvement purchase, on the relationship between cognitive load and decoy effect have not been proven. We may conclude that there exist a relationship between the modification of cognitive load of consumer and the impact of decoy effect on their purchase evaluation and choice. |
| Note de contenu : |
Bibliographie p. 22-24 |
| Programme : |
PGE-Reims |
| Spécialisation : |
Marketing |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=494647 |
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