Paying Too Much and Being Happy about It: Existence, Causes, and Consequences of Tariff-Choice Biases
Paying Too Much and Being Happy about It: Existence, Causes, and Consequences of Tariff-Choice Biases
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付出太多并为此感到高兴：关税选择偏差的存在、原因和后果
DOI：
10.1509/jmkr.43.2.212
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发表时间：
2006
影响因子：
6.1
通讯作者：
B. Skiera
中科院分区：
文献类型：
--
作者：
Anja Lambrecht;B. Skiera
在分析消费者在可选费率中的选择时，一个常见的假设是，消费者选择使其盈余最大化的费率，从而选择在给定使用量下导致最低费率的费率。然而，有证据表明，许多用户更喜欢统一费率，即使他们的账单费率会低于按使用付费的费率（统一费率偏见），一些用户更喜欢按使用付费的费率，即使他们会节省费用（按使用付费偏见）。作者基于三个不同的数据集进行了四次实证分析。他们表明，统一费率的偏见是更重要的，有更大的规律性和时间持续性比按使用付费的偏见。他们将统一费率偏差的潜在原因分为“保险效应”、“出租车计价器效应”、“便利效应”和“高估效应”，并表明保险、出租车计价器和高估效应导致了统一费率偏差。他们提供的证据表明，低估使用是按使用付费偏见的主要原因。他们表明，统一费率偏差不会显着增加客户流失，从而导致短期和长期利润增加。相比之下，按使用付费的偏见在很大程度上增加了流失，因此从长远来看，额外的短期利润被更高的流失所抵消。
A common assumption underlying the analysis of consumers' choices among optional tariffs is that consumers choose the tariff that maximizes their surplus and, thus, the tariff that leads to the lowest billing rate for a given amount of usage. Yet there is evidence that many users prefer a flat rate even though their billing rate would be lower with a pay-per-use tariff (flat-rate bias), and some users prefer a pay-per-use tariff even though they would save money with a flat rate (pay-per-use bias). The authors conduct four empirical analyses based on three different data sets. They show that the flat-rate bias is more important and has a greater regularity and time persistence than the pay-per-use bias. They classify potential causes of the flat-rate bias as “insurance effect,” “taxi meter effect,” “convenience effect,” and “overestimation effect” and show that the insurance, the taxi meter, and the overestimation effects lead to a flat-rate bias. They provide evidence that underestimation of usage is a major cause of the pay-per-use bias. They show that the flat-rate bias does not significantly increase customer churn and thus results in a short- and long-term profit increase. In contrast, the pay-per-use bias largely increases churn so that in the long run, the additional short-term profit is offset by higher churn.