[태그:] pricing

A new model of consumer behavior is developed using a hybrid of cognitive psychology and microeconomics. The development of the model starts with the mental coding of combinations of gains and losses using the prospect theory value function. Then the evaluation of purchases is modeled using the new concept of “transaction utility.” The household budgeting process is also incorporated to complete the characterization of mental ...

A random survey reveals that a rise in price to cope with a situation of excess demand is considered unfair by 80% of the respondents. Pricing is considered less unfair as a decisionmaking procedure under recurrent situations than as a device to ration demand in a unique, fixed supply situation. Results contrasting with conventional economic theory are that traditional and administrative procedures are much preferred ...

Managers and academics often think of price promotions merely as incentives that entice consumers to accept offers that they might not have considered otherwise. Yet the prospect of paying a lower price for a product of given quality can also discourage deliberation, in a sense “dumbing down” the purchase encounter by making it less consequential. The authors examine this possibility in a dual-system theory of ...