الفهرس 
INTRODUCTIONOnly 14 pages are availabe for public view
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Abstract
The decoy effect plays a significant role in shaping consumer choices by
subtly influencing the decision-making process. This effect taps into cognitive
biases and heuristics that individuals rely on when making choices. By
introducing a decoy option that alters the perception of available choices,
businesses can guide consumers towards the option that is most advantageous to
them. Understanding and effectively utilizing the decoy effect can result in
increased sales, customer satisfaction, and overall business success.
The decoy effect challenges the assumptions of rational choice theory, which
posits that individuals make decisions based on rationality, consistency, and
maximizing utility. According to this theory, the introduction of a decoy option
should not impact the decision-making process. However, numerous studies
consistently demonstrate that the decoy effect does influence decision-making,
indicating that individuals are not always rational in their choices. This
emphasizes the importance of considering cognitive biases and psychological
factors when analysing consumer behavior.
Despite that it can be a powerful tool there are several common
misconceptions surrounding the decoy effect that need to be addressed. One
misconception is that the decoy effect only works in specific industries or for
certain types of products.
This research aimed to answer the following question Does the asymmetric
dominance effect have the ability to influence the consumers’ food choice? and to
see for itself whether the decoy effect can be replicated effectively.
Answering this question required some key points to be analyzed:
1- The influence of the ADE on the consumer’s food choice.
2- The role of the brand in the effect.