The Moderating Role of Decisiveness in the Attraction Effect
In: The B.E. journal of economic analysis & policy, Band 23, Heft 4, S. 1001-1016
ISSN: 1935-1682
Abstract
This study examines decisiveness as a potential moderator of the attraction effect. In an online experiment, we find that even though decisiveness moderates the attraction effect, it also moderates the preference reversal in the absence of a decoy. This suggests that the moderating role of decisiveness in the attraction effect lies, at least partially, in moderating choice reversals unrelated to the decoy. In addition, our findings show that about one-third of the most decisive participants exhibit an attraction effect. These findings are inconsistent with a conceptualization of a moderate attraction effect, arguing that only indecisive agents exhibit the effect. We discuss the theoretical and practical implications of our findings.