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ID 47708
file
title alternative
The price-based certainty of purchase influences consumer behavior for discount
creator
Arihara, Katsuhiko
Furuya, Takeshi
subject
certainty of purchase
prospect theory
decision making
consumer behavior
calculator/jacket problem
abstract
Tversky & Kahneman (1981) reported that most participants decided to drive when they could save money on a low-price good as compared to when they could save on a high-price good, even though the discount prices were same. Although this irrational decision making has been interpreted as a rate-dependent estimation of value (prospect theory), this study newly proposes that it can be explained by the certainty of purchase based on the price of goods. Experiment 1 replicated the previously reported difference in decision making, and additionally demonstrated that participants’ certainty of purchase was lower for a high- than a low-price good. When it was emphasized that participants’ intention to purchase high- and low-price goods were equally sure, decision making did not significantly differ (Experiment 2). Furthermore, decision making differed based only on the certainty of purchase even when prices of goods were same (Experiment 3). Consumers’ decision making may be rather rational, depending straightforwardly on the certainty of purchase that is susceptible to price.
journal title
The Japanese Journal of Psychology
volume
Volume 87
issue
Issue 1
start page
12
end page
20
date of issued
2016
publisher
日本心理学会
issn
0021-5236
1884-1082
ncid
publisher doi
language
jpn
nii type
Journal Article
HU type
Journal Articles
DCMI type
text
format
application/pdf
text version
publisher
relation url
department
Graduate School of Integrated Arts and Sciences