True Context-Dependent Preferences? The Causes of Market-Dependent Valuations
True Context-Dependent Preferences? The Causes of Market-Dependent Valuations
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真正的上下文相关偏好？
DOI：
10.2139/ssrn.1665017
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发表时间：
2010
期刊：
影响因子：
--
通讯作者：
D. Ariely
中科院分区：
文献类型：
--
作者：
Nina Mazar;B. Kőszegi;D. Ariely
新古典经济学的一个核心假设是，熟悉产品的保留价格表达了人们对这些产品的真实偏好，也就是说，它们代表了一件商品给消费者带来的总利益，因此，独立于市场的实际价格。然而，大量研究表明，估值可能对其他显著价格很敏感；尤其是当个人明确地依赖于它们的时候。在本文中，作者扩展了以往关于单一价格锚定的研究，并研究了估价对市场上产品价格分布的敏感性。此外，他们还研究了其可能的原因。他们发现，市场依赖型估值不能完全用消费者对产品价值的理性推断来解释，也不太可能完全用真正的市场依赖型偏好来解释。相反，估值的市场依赖性可能反映出消费者关注的是产品给他们带来的总体利益以外的东西。此外，本文还表明，当个体在一段时间内反复做出购买决定，并根据市场经验推断出产品价格的分布时，市场依赖的估值会持续存在——正如在许多现实生活中一样。最后，作者考虑了他们的发现对营销人员和消费者的影响。以前的工作文件题目：“价格敏感偏好”
A central assumption of neoclassical economics is that reservation prices for familiar products express people’s true preferences for these products, that is, they represent the total benefit that a good confers to the consumers, and are thus, independent of actual prices in the market. Nevertheless, a vast amount of research has shown that valuations can be sensitive to other salient prices; particularly when individuals are explicitly anchored on them. In this paper, the authors extend previous research on single-price anchoring and study the sensitivity of valuations to the distribution of prices found for the product in the market. In addition, they examine its possible causes. They find that market-dependent valuations cannot be fully explained by rational inferences consumers draw about a product’s value, and are unlikely to be fully explained by true market-dependent preferences. Rather, the market dependence of valuations likely reflects consumers’ focus on something other than the total benefit that the product confers to them. Furthermore, this paper shows that market-dependent valuations persist when – as in many real-life settings – individuals make repeated purchase decisions over time and infer the distribution of the product’s prices from their market experience. Finally, the authors consider the implications of their findings for marketers and consumers.Former working paper title: "Price-Sensitive Preferences"
思考太多：内省会降低偏好和决策的质量。
影响因子：
7.6
作者：
Wilson,TD;Schooler,JW
通讯作者：
Schooler,JW