Testifying Gender as Moderating Variable during Customer’s Decision Making is under Control of Attraction Effect

An attraction effect allowed a particular product or brand to be more interesting than before. It might happen when another inferior product or brand came around. A lot of researches concerning the attraction effect had been done. Similarly, the influence of the effect to consumer's decision making became popular topic for some researches. However, the role of gender in decision making when the effect worked was still unclear.