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Exploring the decoy effect to guide tobacco treatment choice: a randomized experiment.

ABSTRACT: OBJECTIVES:Guidelines recommend that smokers participate in four or more counseling sessions when trying to quit, but smokers rarely engage in multiple sessions. The "decoy effect" is a cognitive bias that can cause consumer preferences for a "target" product to change when presented with a similar but inferior product (a "decoy"). This study tested the use of a decoy to guide smokers' selection of a target number of counseling sessions. During an online survey, adult tobacco users (N?=?93) were randomized to one of two groups that determined the answer choices they saw in response to a question assessing their interest in multi-session cessation counseling. Group A choose between two sessions or a "target" of five sessions. Group B was given a third "decoy" option of seven sessions. Binary logistic regression was used to compare groups on the proportion of participants selecting the "target." RESULTS:Among 90 participants with complete data, a decoy effect was not found. There was no significant difference between groups in the proportion of participants selecting the target of five sessions (47% in Group B vs. 53% in Group A; aOR?=?0.76, 95%CI 0.48-1.19). Trial Registration This study was retrospectively registered at clinicaltrials.gov on December 13, 2019 (NCT04200157).

SUBMITTER: Rogers ES

PROVIDER: S-EPMC6941248 | biostudies-literature | 2020 Jan

REPOSITORIES: biostudies-literature

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Exploring the decoy effect to guide tobacco treatment choice: a randomized experiment.

Rogers Erin S ES Vargas Elizabeth A EA Voigt Elizabeth E

BMC research notes 20200102 1

<h4>Objectives</h4>Guidelines recommend that smokers participate in four or more counseling sessions when trying to quit, but smokers rarely engage in multiple sessions. The "decoy effect" is a cognitive bias that can cause consumer preferences for a "target" product to change when presented with a similar but inferior product (a "decoy"). This study tested the use of a decoy to guide smokers' selection of a target number of counseling sessions. During an online survey, adult tobacco users (N = ...[more]

PMID: 31898550

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Project description:BACKGROUND:Providers often prescribe counseling and/or medications for tobacco cessation without considering patients' treatment preferences. OBJECTIVE:The primary aims of this study are to describe (1) the development of a discrete choice experiment (DCE) questionnaire designed to identify the attributes and levels of tobacco treatment that are most important to veterans; and (2) the decision-making process in choosing between hypothetical tobacco treatments. METHODS:We recruited current smokers who were already scheduled for a primary care appointment within a single Veterans Affairs (VA) healthcare system. Subjects were asked to rate the importance of selected treatment attributes and were interviewed during two rounds of pilot testing of initial DCE instruments. Key attributes and levels of the initial instruments were identified by targeted literature review; the instruments were iteratively revised after each round of pilot testing. Using a 'think aloud' approach, subjects were interviewed while completing DCE choice tasks. Constant comparison techniques were used to characterize the issues raised by subjects. Findings from the cognitive interviews were used to revise the initial DCE instruments. RESULTS:Most subjects completed the DCE questionnaire without difficulty and considered two or more attributes in choosing between treatments. Two common patterns of decision-making emerged during the cognitive interviews: (1) counting 'pros' and 'cons' of each treatment alternative; and (2) using a 'rule-out' strategy to eliminate a given treatment choice if it included an undesirable attribute. Subjects routinely discounted the importance of certain attributes and, in a few cases, focused primarily on a single 'must-have' attribute. CONCLUSION:Cognitive interviews provide valuable insights into the comprehension and interpretation of DCE attributes, the decision processes used by veterans during completion of choice tasks, and underlying reasons for non'-compensatory decision-making.

Dataset Information

Exploring the decoy effect to guide tobacco treatment choice: a randomized experiment.

Publications

Exploring the decoy effect to guide tobacco treatment choice: a randomized experiment.

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