International Journal of Business and Applied Social Science

ISSN: 2469-6501 (Online)

DOI: 10.33642/ijbass
Journal Menu
  • Call for Papers: VOL: 6, ISSUE: 8, Submission Deadline August 25, 2020



Table of Contents


Author(s): Jeffrey A. Beck, Feitong Li
Full Text
93    72

When faced with two similar alternatives, customers struggle to choose one. The concept of a phantom decoy, an attractive but unavailable alternative in the list of choices at the final purchasing stage, may help customers make the choice that best serves the customer and the hotel. Hotel rooms are not always available due to popularity or renovation. In this study, a 2 × 2 experiments was designed to investigate whether a phantom decoy would influence the decision-making behavior of people when they choose hotels, and to test the satisfaction between booking a hotel room using an online travel agent (OTA) and the hotel brand website. Reactance theory and attribution theory were confirmed when a phantom decoy was added to customers’ choice sets.
Creative Commons This Journal is licensed under a Creative Commons Attribution 4.0 International License.