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Saturation on the Decoy effect: Investigating the decoy effect and colour nudging on subscription offers
2023 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Subscription services is a market that has seen more and more growth throughout the last years. Whilst it is an increasingly more popular service for companies to use, more studies may be of use to understand user perception surrounding subscription offers. The authors of this paper argue as the longevity of a subscription service is controlled by the customer as well as them having the possibility to change their subscriptions between different available offers, customers may perceive subscriptions differently from when purchasing products. Through the use of an experiment containing questionnaires, this paper attempts to answer how both the decoy effect, how colour nudges and how a combination of them both affects customers when it comes to deciding between subscription offers. By using four separate test groups, a method of study is used to investigate how the effects of colour nudging and the decoy effect respectively and combined affects users in a subscription service setting. Parametric results reveal opposing results, indicating to be the result of unbalanced attributes used in study. Through a thematic analysis, themes describing participants' reasoning of choice were established as ‘Singular Preferences’, ‘Awareness’ and ‘Uncertainty’.

Place, publisher, year, edition, pages
2023. , p. 84
Keywords [en]
Subscriptions, Colour nudging, Decoy effect, Context effects, Nudging, Asymmetric Dominance
National Category
Information Systems, Social aspects
Identifiers
URN: urn:nbn:se:hj:diva-59989ISRN: JU-JTH-IKA-2-20230277OAI: oai:DiVA.org:hj-59989DiVA, id: diva2:1743576
Subject / course
JTH, Informatics
Available from: 2023-03-16 Created: 2023-03-15 Last updated: 2023-03-16Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
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Language
  • de-DE
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Output format
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