Consumer Behavior: The Repulsion Effect in Choice: When and Why a Decoy Option Can Hurt the Target Option.

The article focuses on understanding when a decoy option might negatively impact the target option, revealing the repulsion effect. Topics include the role of disgust in triggering the repulsion effect; the influence of individual differences in disgust sensitivity; and the impact of decoys involving both physical and moral disgust. The research highlights that the repulsion effect occurs when a decoy evokes disgust and it is stronger for individuals with higher sensitivity to disgust.