The Influence of Decision Task on the Magnitude of Decoy and Compromise Effects in a Travel Decision. (September 2019)

• Record Type: Journal Article
• Authors: Kim, Jungkeun; Kim, Peter Beomcheol; Lee, Jin-Soo; Kim, Seongseop (Sam); Hyde, Kenneth F.
• Is Part Of: Journal of travel research. Volume 58:Number 7(2019)
• Page Start: 1071
• Page End: 1087
• Publication Date: 2019-09
• Subjects: decision -- choice -- destination -- decoy effect -- compromise effect -- experiment; Travel -- Research -- Periodicals; Tourism -- Periodicals; Tourism -- Research -- Periodicals; 910.72
• DOI: 10.1177/0047287518794316
• Languages: English
• ISSNs: 0047-2875

Abstract

This research assesses the effects of choice alternatives on the travel destination decisions of travelers. The decoy effect involves the addition of a new inferior alternative into a choice set, thereby increasing the choice of an existing option. Meanwhile, the compromise effect involves the addition of a new alternative into a choice set that increases selection of an existing option with nonextreme attributes, and decreases selection of options with extreme attributes. In this study, a series of scenario-based experiments is performed to determine if the decoy and compromise effects influence travel destination decisions. Results show that the decoy effect is stronger in a choice (vs. rejection) task, whereas the compromise effect is stronger in a rejection (vs. choice) task when deciding travel destinations.