Fig. 5: 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
The x-axis represents shopper type on the basis of wine buying frequency. The colour 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 represent standard error of the mean.
