Economics, Econometrics and Finance
6 years ago

Consumer Choices Altered by 'No-Choice' Option in Market Research

Developments in marketing science: proceedings of the Academy of Marketing Science
Attraction and Compromise Effects in Choice-Based Conjoint Analysis: No-Choice Options as a Remedy: An Abstract
Verena Wackershauser, Marcel Lichters, Marko Sarstedt, Bodo Vogt

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The researchers wanted to see if certain effects influenced consumer choices in surveys. They found that in surveys where people had to choose between options, they were more likely to pick a middle option or a more attractive option. However, in surveys where people could choose not to pick anything, these effects didn't happen. This means that the way surveys are designed can affect how people make choices.