Take it or leave it: Experimental evidence on the effect of time-limited offers on consumer behaviour
Take it or leave it: Experimental evidence on the effect of time-limited offers on consumer behaviour
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DOI：
10.1016/j.jebo.2019.09.008
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发表时间：
2019-12
影响因子：
2.2
通讯作者：
R. Sugden;Mengjie Wang;D. Zizzo
中科院分区：
文献类型：
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作者：
R. Sugden;Mengjie Wang;D. Zizzo
限时优惠是一种常见的零售定价策略。经济学理论认为，这样的报价抑制了价格搜索，使市场竞争力下降。我们通过实验研究了这种影响是否会因行为因素而加剧-特别是反馈条件性遗憾，由于时间限制而降低的决策质量以及对小规模风险的厌恶。参与者在各种条件下从一系列可供选择的报价中进行选择，其中一个报价可能有时间限制。这些价格搜索问题与彩票之间的等价，时间不受约束的二元选择相匹配。我们没有发现后悔效应的证据。令人惊讶的是，当可供决策的时间较长时，更有可能选择有时限的提议。总体而言，个体对小规模风险表现出厌恶;这在价格搜索中比彩票选择更强。考虑到这一点，这两类任务的选择在个人层面上往往是相互一致的，即使决策受到严格的时间限制。
Making time-limited offers is a common retail pricing strategy. Economic theory implies that such offers inhibit price search, making markets less competitive. We investigate experimentally whether this effect is intensified by behavioural factors – specifically, feedback-conditional regret, reduced decision quality due to time constraints, and aversion to small-scale risk. Participants choose from a sequence of alternative price offers, one of which might be time-limited, under various conditions. These price search problems were matched with equivalent, time-unconstrained binary choices between lotteries. We find no evidence of regret effects. Surprisingly, time-limited offers are more likely to be chosen when the time available for decision-making is longer. Overall, individuals show aversion to small-scale risk; this is stronger in price search than lottery choice. Allowing for this, choices in the two types of task tend to be mutually consistent at the individual level, even when decision-making is subject to tight time constraints.