| In life,we will face various decisions,such as the comparison of purchased products,the choice of job opportunities,and the choice of life direction.In the past research about decision-making,most of them are under the framework of static choice sets,that is,all alternative options are provided at the same time.In contrast,however,the dynamic presentation of options is closer to the real-world decision-making process,but there are relatively few related studies.this study attempts to explore the individual decision-making behavior under the dynamic choice set,and introduces phantom decoy to explore the influence and mechanism of phantom decoy on the target option choice under the conditions of static and dynamic choice sets.Through four related experiments,this study explores the influence and mechanism of phantom decoys on individual decision-making behavior under different choice sets.Pre-experiment found that the dynamic presentation of the optimal option would lead to a decrease in the choice ratio of the target option when the optimal option existed in the choice sets;Experiment 1 introduced phantom decoy,it was found that compared with the static choice set,the dynamic presentation of phantom decoy significantly reduced the choice of target option;Experiment 2 clarified the boundary condition of the phantom decoy effect.Compared with the static presentation of phantom decoy,the dynamic presentation of phantom decoy significantly reduced the choice of target option under the focal attribute of phantom decoy was the dominant condition.However,there was no significant change in the choice of target option between the static and dynamic presentation of phantom decoy under the non-focal attribute of phantom decoy was the dominant condition;Experiment 3 explored the mechanism of phantom decoy affecting the choice of target option when the focal attribute was dominant,and it was found that perceived variance in focal attribute mediates the effect of phantom decoy on choice behavior.From the perspective of decision theory,this study innovatively introduced phantom decoy into the dynamic choice set,and expanded the research perspective of the decoy effect and the comparison between static and dynamic choice sets.From the perspective of practical application,this study provided certain reference values for policy design,marketing strategy,and individual decision improvement in real situations. |
