Is that Deal Worth my Time? The Interactive Effect of Relative and Referent Thinking on Willingness to Seek a Bargain
Is that Deal Worth my Time? The Interactive Effect of Relative and Referent Thinking on Willingness to Seek a Bargain
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DOI：
10.1509/jmkg.74.1.34
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发表时间：
2010-01
影响因子：
12.9
通讯作者：
Ritesh Saini;Raghunath Singh Rao;A. Monga
中科院分区：
文献类型：
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作者：
Ritesh Saini;Raghunath Singh Rao;A. Monga
先前对相对思维的研究表明，寻求讨价还价的意愿不仅取决于讨价还价的绝对价值，还取决于产品的价格。例如，对于正常价格为20美元的产品，10美元的折扣似乎比正常价格为60美元的产品更有吸引力。通过调用消费者的参考价格的互动作用，作者描绘了特定的条件下，同样的10美元的折扣似乎不那么吸引人时，价格是20美元，而不是当它是60美元。他们提出了一个正式的模型，同时结合了相对和所指思维的影响，并产生新的预测，这是在四个实验室实验的支持。他们的研究结果表明，偏离参考价格决定了相对思维何时成立，何时逆转。具体来说，当实际价格与预期价格相同时，相对思维效应成立，当实际价格偏离预期价格时，相对思维效应逆转，但当偏离预期价格变得极端时，相对思维效应再次出现。最后，作者总结了他们的研究结果对营销活动的理论和管理影响，如销售促进预算的分配。
Prior research on relative thinking has suggested that the willingness to seek a bargain depends not only on the absolute value of the bargain but also on the price of the product. For example, a discount of $10 seems more appealing on a product whose regular price is $20 than a product whose regular price is $60. By invoking the interactive role of consumers’ reference prices, the authors delineate the specific conditions under which the same $10 discount can seem less appealing when the price is $20 than when it is $60. They present a formal model that simultaneously incorporates the effects of relative and referent thinking and yields novel predictions, which are supported in four laboratory experiments. Their results reveal that deviation from the reference price determines when relative thinking holds and when it gets reversed. Specifically, the relative-thinking effect holds when the actual price is the same as expected, it reverses when the actual price deviates from the expected price, but it emerges again when deviation from the expected price becomes extreme. The authors conclude with the theoretical and managerial implications of their findings for marketing activities, such as the allocation of sales promotion budgets.