- UID
- 702126
- 在线时间
- 小时
- 注册时间
- 2011-12-15
- 最后登录
- 1970-1-1
- 主题
- 帖子
- 性别
- 保密
|
考过的同学请确认下
Given the aforementioned evidence regarding the price variation ofbig-ticket items, it appears that many consumers engage in considerably less price search than is predicted by the economics-of-information theory. One potential explanation for consumers' price search behavior is that they simply underestimate the market price variation. Consequently, they under- estimate the potential savings from shopping and un- dertake less price search than expected.
A second possible explanation for the relatively low level ofprice search by consumers builds upon Weber's law of psychophysics and Thaler's transaction utility theory (1985). Weber's law suggests that an individual's response to a change in a stimulus will be inversely re- lated to the absolute magnitude ofthe original stimulus. Likewise, Thaler's transaction utility theory suggests that the psychological utility that a consumer derives from saving a fixed amount of money, say $20, is in- versely related to the price ofthe item. In this case, even if consumers believe that the price variation of more expensive items tends to be greater, their motivation to spend time in price-comparison shopping for these items may not increase as much as predicted by trans- action utility theory. Throughout the remainder ofthe article, we define consumers' tendency to assess the utility of price savings as a proportion of the item's price as the "psychophysics-of-price heuristic." Thus, the consumer implicitly translates the expected savings from price search into relative terms rather than ab- solute dollars.
Consider, for example, a consumer who believes that s/he can obtain a $20 savings on a $100 microwave oven and obtain a $20 price reduction on a $400 tele- vision by shopping further. The consumer may be in- clined to pursue further price search for the $20 savings on the microwave oven because it appears that the rel- ative savings are dramatically higher. Normatively, the two cases are identical in that the consumer's economic cost and expected benefit of price search are the same and should result in the same intention to undertake price-comparison shopping.
|
|
京公网安备11010202008513号 京ICP证101109号 京ICP备12012021号
发表于 2015-6-13 08:46:34
收藏
收藏
