Price Presentation Effects in Purchases Involving Trade-Ins
Price Presentation Effects in Purchases Involving Trade-Ins
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DOI：
10.1509/jmkr.48.5.910
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发表时间：
2011-10
影响因子：
6.1
通讯作者：
Joydeep Srivastava;Dipankar Chakravarti
中科院分区：
文献类型：
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作者：
Joydeep Srivastava;Dipankar Chakravarti
当新购买涉及旧项目的交易时，组成交易的价格可能以不同的方式呈现。作者报告了三项研究，探讨了不同的价格呈现如何影响在其他方面等效的整体交换中的评估和选择。虽然消费者在涉及以旧换新的购买中扮演买方和卖方的角色，但作者发现，消费者对整体交易的评估通常更重视新购买的价格，而不是以旧换新。然而，他们也表明，权重可以通过（1）直接操纵以旧换新的重要性和（2）间接引发卖方（与买方）的心态来系统地转移。在这些情况下，消费者更重视折价而不是新购买的价格。
When a new purchase involves trading in an old item, the prices of component transactions may be presented in different ways. The authors report three studies that examine how different price presentations influence evaluations and choice in an otherwise equivalent overall exchange. Although consumers play both buyer and seller roles in purchases involving trade-ins, the authors find that consumers' evaluation of the overall exchange typically places more weight on the price of the new purchase than the trade-in. However, they also show that the weights can be shifted systematically by (1) directly manipulating the importance of the trade-in and (2) indirectly priming a seller (vs. buyer) mind-set. In these instances, consumers place more weight on the trade-in price than the price of the new purchase.