1. The Decoy Effect on Consumer Choice: An Experimental Analysis of the Effects of Brand, Product Involvement and Consumer Age Open Access Author: Yom-Tov, Adi Title: The Decoy Effect on Consumer Choice: An Experimental Analysis of the Effects of Brand, Product Involvement and Consumer Age Area of Honors: Business (University College) Keywords: Decoy effectcell phonesdisinfecting wipesdecision makingmillennialsconsumer behaviorbehavioral economicsdecoy effectcell phonesdisinfecting wipesdecision makingmillennialsconsumer behaviorbehavioral economicsbrand informationproduct involvementCOVID-19 File: Download YomTov_Final.pdf Thesis Supervisors: Julie V Stanton, Thesis SupervisorHans Schmidt, Thesis Honors Advisor