中文摘要：

本文探讨了吸引效应在不可比较选择集中的表现及其作用机制。三个实验的研究结果表明,在不可比较选择集中吸引效应依然存在,相对于核心集,在选择集中加入被某原有备择项完全占优的诱引备择项后,会显著提高消费者的决策信心,并显著降低其延迟购买的可能性。

英文摘要：

This research discussed the performance and mechanism of attraction effect in non-comparative choice set. Through designing three experiments, the research verified that the attraction effect remains remarkable at non-compara-tive choice scene, adding an decoy alternative to a non-comparative choice set will make the target alternative which dominates the decoy alternative more attractive. Compared with choosing in the original set, customers who choose in con-text set are more confident, and are less likely to postpone their decision.