O Efeito de Dominância Assimétrica na preferência do consumidor

Abstract

The present study intends to demonstrate, through an experiment carried out in the second half of the year 2020 with 210 students of the Economic Sciences course at the Federal University of Amazonas, the implications of the Asymmetric Dominance Effect, using two hypothetical scenarios with milk shakes as a form of illustration to observe consumer preferences in the absence and presence of the “bait” alternative. The experimental method was used to investigate the implications of the effect with the application of an online questionnaire. For the statistical analysis, two econometric models were used, the Logit Regression model and the Logit Multinomial model, models whose dependent variable is characterized as qualitative, thus allowing to reach the result that with the change of scenarios and the presence of the "bait" option, the preference for the larger and more expensive option is significant, also indicating a greater utility for the consumer when consuming the milkshake bigger and more expensive, which in this experiment was the target option.