Could Ralph Nader’S Exit Have Helped Al Gore? the Impact of Decoy Entry and Exit on Consumer Choice

William Hedgcock, University of Minnesota
Akshay Rao, University of Minnesota and Hong Kong University of Science & Technology, China
Haipeng (Allan) Chen, Texas A & M University
Individuals often need to make a new choice after a preferred option becomes unavailable. Does the exit of an option from a choice set return the shares of the original options to the status quo ante? In three experiments, we observe that when an option turns out to be unselectable following a decision problem in which it was selectable, the shares of the remaining options are predictably different, relative to a setting in which the option was unselectable to start with. The presence of the additional option likely changes the importance of the decision criteria, thus influencing subsequent choice shares.
[ to cite ]:
William Hedgcock, Akshay Rao, and Haipeng (Allan) Chen (2008) ,"Could Ralph Nader’S Exit Have Helped Al Gore? the Impact of Decoy Entry and Exit on Consumer Choice", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 173-175.