La selección de alternativas asimétricamente dominadas: Una réplica del efecto de atracción en un contexto culturalmente diferente
DOI:
https://doi.org/10.29105/rinn8.16-2Resumen
Keywords: asymetrically dominated alternatives, attraction effect, avoidance choice behavior, negative emotions
Abstract. Decision conflicts in consumer decision making occur when product attributes are negatively correlated and consumers perceive the alternatives as having different advantages and disadvantages. Consumers may resort to some kind of avoidance choice behavior in order to attenuate the negative emotions frequently connected with such conflicts. In this research, the attraction effect is tested in the Northern part of Mexico. The results show that despite cultural differences between Mexico and the United States, the attraction effect occurred in a sample of educated, younger university students in Mexico. However, whereas the attraction effect occurred in a setting based on product choices, it did not occur in a setting based on point-distributions. These findings are discussed in the context of previous research on avoidance choice, and possible explanations for the findings are suggested.
Palabras clave: alternativas asimétricamente dominadas, comportamiento para evitar conflictos, efecto de atracción, emociones negativas
Resumen. Los conflictos en la toma de decisiones del consumidor surgen cuando los atributos del producto están correlacionados negativamente, y los consumidores perciben que las alternativas tienen diferentes ventajas y desventajas. Los consumidores recurren a diferentes comportamientos para evitar conflictos que les permitan atenuar las emociones negativas que, frecuentemente, están conectadas con esos conflictos. En esta investigación se prueba el efecto de atracción en un área del norte de México. Los resultados muestran que, a pesar de las diferencias culturales entre México y Estados Unidos, el efecto de atracción se presenta en una muestra de estudiantes mexicanos. Sin embargo, mientras que el efecto de atracción ocurre en la selección entre opciones de productos, no ocurre en un diseño que se basa en asignar puntos a las diferentes opciones. Estos resultados se consideran en el contexto de investigaciones previas sobre consumidores que prefieren evitar la toma de decisiones, y se sugieren posibles explicaciones para los resultados.
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