Fig. 4: Decoy effects in constructed choice sets plotted separately for frequent and infrequent shoppers (as defined by median split of wine purchasing frequency).
From: How decoy options ferment choice biases in real-world consumer decision-making
A Decoy effects in inferred choice sets. The x-axis represents which target item dominates the set on average. The y-axis represents relative preference for one target over another, with higher values indicating a preference for high economy, low-quality, target wines and lower values indicating a preference for higher quality, but more expensive, wines. The dashed line represents indifferences. Error bars represents standard error of the mean. B Relative preference for targets as a function of relative set dominance. The x-axis here represents the proportion of distractors in a set that are dominated by a given target, depending on whether that target dominates the set overall (color). In both cases, there is a linear relationship between the proportion of dominated distractors in a set and the relative preference between targets (y-axis). Bands represent standard error of the mean.
