مقایسه نقش جنسیت در اثربخشی فریبنده‌های "‌نامتقارن مغلوب‌" و "‌غیرنا‌متقارن مغلوب‌" بر انتخاب مصرف‌کنندگان درفرآیند تصمیم خرید

In this paper role of sex as a moderator variable in effectiveness of attractive defeated asymmetric and defeated symmetric choices on consumers’ choice in shopping decision. This is functional descriptive analytic research. The statistical population is 380 male and female students of Arak universities using Morgan Table. The sampling method is random. The research tool is questionnaire and its validity is surveyed by content validity study through experts and its reliability is approved by test-retest approach. Data analysis is used by chi-square test and SPSS software. Findings indicates that there is relation between respondents’ sex and effectiveness of attractive defeated symmetric choices on shopping choice but effectiveness of attractive defeated asymmetric choices is independent of respondents’ sex. Findings can extend the literature on attractive influence in consumers’ shopping decision and also role of sex in pricing strategy by attractive choices. This paper surveys for the first time the role of sex in effectivenessof attractive defeated asymmetric and symmetric choices in consumers’ shopping decisions.