Behaviorální aspekty ve spotřebitelském chování se zaměřením na efekt asymetrické dominance v ČR po roce 2024

This bachelor thesis examines the influence of the asymmetric dominance effect on consumer decision-making. The theoretical part describes behavioral effects and the role of demand in shaping preferences. The practical part uses an experimental questionnaire survey to test the main hypothesis H which states that the presence of an asymmetrically dominated option increases the choosing of the target option, and three sub-hypotheses. H1 that the target option will be chosen more often in scenarios with a decoy than in scenarios without it. H2 that the effect will be consistent across different product categories. And H3 that the frequency of decisions between price variants influences susceptibility to the decoy effect. The results show that although asymmetric dominance appeared in the expected direction in the decoy scenarios the main hypothesis H and the sub-hypotheses H1–H3 were not verified. The reason was the strong natural dominance of certain options in the control scenarios without a decoy especially in the mobile tariff scenario and the absence of any relationship between respondents’ purchasing habits and their choices. The thesis therefore shows that the strength of asymmetric dominance depends not only on the construction of the decoy but also on the balance of the control variants and the inherent attractiveness of the options themselves.