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ID 47708
本文ファイル
別タイトル
The price-based certainty of purchase influences consumer behavior for discount
著者
在原 克彦
古屋 健
キーワード
certainty of purchase
prospect theory
decision making
consumer behavior
calculator/jacket problem
抄録(英)
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.
掲載誌名
心理学研究
87巻
1号
開始ページ
12
終了ページ
20
出版年月日
2016
出版者
日本心理学会
ISSN
0021-5236
1884-1082
NCID
出版者DOI
言語
日本語
NII資源タイプ
学術雑誌論文
広大資料タイプ
学術雑誌論文
DCMIタイプ
text
フォーマット
application/pdf
著者版フラグ
publisher
関連情報URL
部局名
総合科学研究科