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Consumer Decisions in Response to Price Increases
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| 자료유형 | 학위논문 |
|---|---|
| 서명/저자사항 | Consumer Decisions in Response to Price Increases. |
| 개인저자 | Zhang, Yiwen. |
| 단체저자명 | The University of Chicago. Business. |
| 발행사항 | [S.l.]: The University of Chicago., 2019. |
| 발행사항 | Ann Arbor: ProQuest Dissertations & Theses, 2019. |
| 형태사항 | 104 p. |
| 기본자료 저록 | Dissertations Abstracts International 81-03B. Dissertation Abstract International |
| ISBN | 9781085623247 |
| 학위논문주기 | Thesis (Ph.D.)--The University of Chicago, 2019. |
| 일반주기 |
Source: Dissertations Abstracts International, Volume: 81-03, Section: B.
Advisor: Hsee, Christopher |
| 이용제한사항 | This item must not be sold to any third party vendors.This item must not be sold to any third party vendors. |
| 요약 | Previous research has found that consumers anchor their purchase decisions on the quantity limit in price discounts. However, this paper identifies cases in which consumers purchase fewer units of a product when more (vs. fewer) units of the product are offered at a lower price. In other words, consumers buy more when the average unit price is higher. I find this pattern across a variety of products in both lab settings and a field experiment. Furthermore, this effect extends beyond discounts with quantity limits to more general price-increases. This paper provides theoretical as well as practical insights for understanding consumer behavior. Theoretically, this work advances our knowledge of how consumers react to non-linear pricing and numeric cues in price promotions. I demonstrate that consumers respond to external numerical cues (e.g., anchors, reference points) only if those values are perceived to be acceptable as a purchase quantity. This work also contributes to our understanding on the effect of transaction utility in consumer purchase decisions. Practically, my work provides insights into the effectiveness of pricing and promotion strategies and proposes a new method for nudging consumers to reduce unhealthy food or energy consumption. |
| 일반주제명 | Marketing. Behavioral psychology. |
| 언어 | 영어 |
| 바로가기 | 
: 이 자료의 원문은 한국교육학술정보원에서 제공합니다. |
