Can a Decoy Affect Consumer’s Decision Process? A Case on Multi-Stage Decision Making Model

Abstract

A decoy is an object which supposedly has an advantage. When a decision making was still in process, could a decoy
influence and alter the decision? Particularly did it influence universal set, retrieval set, consideration set and choice? The study
purported to explore the effect of a decoy in multi-stage decision making when the process was still lasting. A sample consisting
of 125 graduate and post-graduate students was withdrawn through judgment and convenience technique. Data submitted by
questionnaires, employing Likert scale, ranging from 1= completely disagree to 5= completely agree. An Amos 22.0 and SPSS
21.0 were exercised to analyze data. The finding showed that there was an effect of a decoy on universal set and retrieval set. In
addition, there was an influence of retrieval set on consideration set and consideration set on choice.