The Influence of Decision Task on the Magnitude of Decoy and Compromise Effects in a Travel Decision

Jungkeun Kim, Peter Beomcheol Kim, Jin Soo Lee, Seongseop (Sam) Kim, Kenneth F. Hyde

Research output: Journal article publicationJournal articleAcademic researchpeer-review

20 Citations (Scopus)


This research assesses the effects of choice alternatives on the travel destination decisions of travelers. The decoy effect involves the addition of a new inferior alternative into a choice set, thereby increasing the choice of an existing option. Meanwhile, the compromise effect involves the addition of a new alternative into a choice set that increases selection of an existing option with nonextreme attributes, and decreases selection of options with extreme attributes. In this study, a series of scenario-based experiments is performed to determine if the decoy and compromise effects influence travel destination decisions. Results show that the decoy effect is stronger in a choice (vs. rejection) task, whereas the compromise effect is stronger in a rejection (vs. choice) task when deciding travel destinations.

Original languageEnglish
Pages (from-to)1071-1087
Number of pages17
JournalJournal of Travel Research
Issue number7
Publication statusPublished - 1 Sep 2019


  • choice
  • compromise effect
  • decision
  • decoy effect
  • destination
  • experiment

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Transportation
  • Tourism, Leisure and Hospitality Management

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