Choosing to Choose: The Effects of Decoys and Prior Choice on Deferral

Sellers are often more interested in inducing buyers to make a choice—any choice—than in influencing which option they choose. For example, many retailers are more concerned about maximizing customer purchases within categories than influencing which brand is purchased in any particular category. Although this issue is important to researchers and practitioners, research on how contextual factors, such as decoys and prior decisions, affect...