Profiting from the Decoy Effect: A Case Study of an Online Diamond Retailer

This paper validates the existence of the decoy effect in the online diamond market, quantifies its magnitude, and explores its managerial implications.

• 저널Marketing Science · 39(5) · 974–995
• 토픽Consumer Market Behavior and Pricing · Marketing
• DOI10.1287/mksc.2020.1231
• 저자Chunhua Wu, Koray Cosguner