An Anchoring and Adjustment Model of Purchase Quantity Decisions
An Anchoring and Adjustment Model of Purchase Quantity Decisions
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DOI：
10.1177/002224379803500108
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发表时间：
1998-02
影响因子：
6.1
通讯作者：
B. Wansink;R. J. Kent;Stephen J. Hoch
中科院分区：
文献类型：
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作者：
B. Wansink;R. J. Kent;Stephen J. Hoch
消费者如何决定购买多少单位？鉴于以往对个人消费者购买的研究主要集中在购买发生率和品牌选择，作者专注于购买数量决策背后的心理过程。作者提出了一个简单的锚定和调整模型，描述了消费者如何做出购买数量的决定，并建议如何购买点促销可以增加销售。两个现场实验和两个实验室研究表明，锚为基础的促销-呈现为多个单位的价格，购买数量限制，并暗示销售-可以增加购买量。最后的研究表明，消费者谁检索内部锚可以有效地对抗这些锚为基础的促销活动。公司可能会从基于主播的促销活动中获得净收益，具体取决于单位销售额的增长是否反映了品类消费的增加、品牌切换、品种切换、商店切换或库存。
How do consumers decide how many units to buy? Whereas prior research on individual consumers’ purchases has focused primarily on purchase incidence and brand choice, the authors focus on the psychological process behind the purchase quantity decision. The authors propose that a simple anchoring and adjustment model describes how consumers make purchase quantity decisions and suggests how point-of-purchase promotions can increase sales. Two field experiments and two lab studies show that anchor-based promotions—presented as multiple-unit prices, purchase quantity limits, and suggestive selling—can increase purchase quantities. The final study shows that consumers who retrieve internal anchors can counter these anchor-based promotions effectively. Firms might receive net benefits from anchor-based promotions depending on whether increases in unit sales reflect increased category consumption, brand switching, variety switching, store switching, or stockpiling.